Rackspace Able to Better Forecast Return on Ad Spend from Banner Ads Using Omniture and Eyeblaster
2/11/2010

SAN JOSE, Calif. — Feb. 11, 2010 — Omniture, an Adobe company (NASDAQ: ADBE) and a leading provider of online business optimization software, and Eyeblaster, an independent provider of integrated digital advertising solutions, today announced that Rackspace ® Hosting is leveraging an Omniture Genesis integration for increased accuracy in forecasting return on ad spend from banner ads.

Rackspace integrated Omniture SiteCatalyst and Omniture Discover with Eyeblaster MediaMind, a campaign management and ad serving platform, to allow display advertising data and traffic to be analyzed in one dashboard. Using the integration, Rackspace created a campaign attribution model that assigned visitors a score based on how often and how recently they visited the site from a banner ad. These metrics helped Rackspace determine the value of different types of visitors, helping the company more accurately forecast return on ad spend from banner ads leading to more efficient and effective budget allocation.

“Prior to the integration, we did not have a comprehensive measurement of banner ads,” said Sameer Khan, Web analyst for Rackspace. “With Omniture and Eyeblaster’s MediaMind, we now have added insight and the data to prove that banner ads are driving leads and sales. We’ve been waiting to see the banner impression performance data like this for a long time.”

Rackspace increased clickthroughs from banner ads since it launched the Omniture Genesis integration with Eyeblaster. The integration provides valuable insight into visitor behavior for Rackspace. For example, Khan determined that more visitors were coming to the site after viewing a banner ad then visitors clicking on a paid or natural search listing.

The integration between Omniture Genesis, a marketing platform that integrates complementary third-party applications, and Eyeblaster’s MediaMind, a cross-channel campaign delivery and tracking platform, gives customers the ability to measure and optimize across their online marketing channels. Omniture SiteCatalyst, Omniture Discover and Omniture Genesis are part of the Omniture Online Marketing Suite, an integrated suite of applications that enables marketers to unleash the power of their customer data to optimize ad spend and conversion while delivering customers relevant, personalized experiences.

For more information on Rackspace’s use of Genesis, please visit Omniture’s success story page. Additional information on Eyeblaster is available at www.eyeblaster.com.

About Eyeblaster
In 1999, Eyeblaster was among the pioneers in rich media communication. Today, Eyeblaster extends its inventive heritage in digital advertising to ad serving and global campaign management. As the leading provider of digital advertising solutions, Eyeblaster empowers marketers to engage consumers online. The company’s flagship product, MediaMind, is the only ad serving and campaign management solution built from the ground up for agencies and advertisers. MediaMind includes critical functions that streamline ad serving processes, provide actionable analytics, and enable an open workflow in harmony with other technology components.

Headquartered in New York, Eyeblaster has 36 offices across all major markets worldwide.  This footprint allows Eyeblaster customers to deploy global campaigns with guaranteed service levels, publisher acceptance and integrated metrics.  The company is the only publisher-independent provider in the field, as well as the only one certified for compliance with the three IAB measurement guidelines: ad serving, video and rich media.

In 2008, Eyeblaster delivered campaigns in a variety of ad formats including rich media, in-stream video, display, search and mobile for over 7,000 brands serving approximately 2,700 agencies across over 3,600 global web publishers in 45 countries worldwide. Learn more at: http://www.eyeblaster.com.

About Omniture, An Adobe company
Omniture, a business unit of Adobe Systems Incorporated, is a leading provider of online business optimization software for managing and enhancing online, offline and multi-channel business initiatives. Hosted and delivered via on-demand subscription service and on-premise solution, Omniture software enables customers to capture, store and analyze information generated by their Web sites and other sources, providing business insights into the performance and efficiency of marketing and sales initiatives and other business processes. For more information, visit www.omniture.com.

About Adobe Systems Incorporated
Adobe revolutionizes how the world engages with ideas and information – anytime, anywhere and through any medium. For more information, visit www.adobe.com.

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