Need for More Targeted and Relevant Social Media Advertising Campaigns Drives Interest...

Need for More Targeted and Relevant Social Media Advertising Campaigns Drives
Interest in IP Intelligence

Digital Element's Technology Helps Deliver More Engaging, Interactive Ads To
Social Networkers

ATLANTA, April 21 /PRNewswire/ -- Once dubbed the next big frontier of online
marketing, the success of social media advertising has struggled under the
traditional one-size-fits-all approach to campaign delivery. Backlash from
social networkers coupled with recent industry studies are driving companies
to seek new methods, such as using Digital Element's IP Intelligence, to make
advertising more relevant and acceptable in this medium.

Approximately 80 million people, or 41 percent of the U.S. Internet user
population, visited social network sites at least once a month in 2008,
according to eMarketer. However, advertising on social networking sites has
been shown to have lower click-through rates than traditional online ads.
According to a recent IDC survey, on the Web at large, 79 percent of all users
clicked on at least one ad in the past year, whereas only 57 percent of social
network users did.

"Although a huge marketing opportunity still exists on social networks,
companies need to realize that users are there first to socialize and
communicate with their friends, and not to consume content such as the case
when someone surfs the Internet," said Rob Friedman, executive vice president,
Digital Element. "We're talking about a multi-tasking audience with a short
attention span. Reaching them requires non-invasive tactics that deliver
advertising that is contextually relevant and provides value to them as well
as their community."

Leading social media sites have discovered the benefit of using Digital
Element's IP Intelligence technology to deliver ads that engage and add to
online interactions within social networks. Digital Element's industry-leading
IP Intelligence allows clients to perfect audience segmentation and improve
content targeting based on a comprehensive set of parameters that include
geographic location (country, region, state, city and zip code), connection
speed, Internet Service Provider (ISP), language, domain name, demographics,
and more.

Geotargeted ads, for example, are proven performers and command a 30 to 40
percent upsell over non-targeted ads.

"In the big scheme of online advertising, the social media arena is still
relatively new -- and still evolving," said Friedman. "The ultimate goal is to
encourage user interaction, so social networks are always looking for ways to
provide their advertisers with a creative means to encourage engagement with
their brands."

Advertising on social networking sites is still growing. U.S. ad spending on
these sites for 2009 is expected to grow to $1.3 billion, an increase of 10.2
percent over last year, according to eMarketer.

About Digital Element

Founded in 1999, Digital Element is the industry pioneer of IP Intelligence, a
non-invasive, privacy-sensitive technology that automatically uncovers
geographic information, connection speed, domain name, ISP, language and other
characteristics about online users based solely on their IP addresses. This
knowledge enables online businesses to customize content for more accurate and
profitable online interactions, making it ideal for targeted advertising,
content localization, geographic rights management, local search and enhanced
analytics. Digital Element's patented IP Intelligence solution with its
exceedingly accurate geolocation capabilities is used by industry-leading
social networks such as Facebook, MySpace, MoQvo, MyLifeBrand, Slide, hi5 and
Frappr, as well as advertising networks, web publishers, search engines,
e-tailers, analytics platforms, and online enterprises around the world to
revolutionize the way people experience the Internet.

Digital Element is a business unit of Digital Envoy, part of Landmark
Interactive, a Landmark Media Enterprises Company. For more information about
Digital Element, visit http://www.digital-element.net.

SOURCE Digital Element

Carabiner Communications, for Digital Element, Jan Sisko, +1-678-461-7438,
jsisko@carabinerPR.com