Ace Metrix Debuts Revolutionary On-Demand TV Advertising Creative Measurement

Online Delivery of Ad Performance Data and Competitive Intelligence; Coldwell
Banker One of First to Use New Service
LOS ANGELES--(Business Wire)--
Ace Metrix, a leader in on-demand advertising intelligence, today announced its
revolutionary television advertising creative measurement service called Ace
Metrix. The new service is designed for advertisers and agencies looking to
understand the performance of their ad creative, track the creative performance
of competitive ads in their own market and across other industries, and respond
to consumer trends and feedback very quickly. The software-as-a-service (SaaS)
delivery model, a first for the television advertising measurement industry,
ensures Ace Metrix data is delivered quickly, anytime, anywhere and in an
affordable manner.

Television advertising still leads the way when it comes to ad spend. Over
forty-six billion dollars were spent on television advertising in 2008 and most
leading brands depend on television advertising for their brand-building.
Despite the large sums at risk, little has changed over the last fifty years
about how ad creative effectiveness is measured. Aside from focus groups which
are formative not normative and traditional panel-based opinion surveys which
can be slow and cumbersome, advertisers have few options when it comes to
creative measurement.

New approaches, such as those from Google TV and Project Canoe, are attempting
to solve the problem of "addressability," understanding if a specific ad is
reaching a specific viewer. But even with these new advances, there remains a
"missing link" which is the measurement of the effectiveness of the creative
itself.

With Ace Metrix, advertisers can now answer questions such as, "How do I know if
my message is persuasive?" "How does my ad creative rank when compared to the
ads of my competition and to ads in related industries?" "How do I know how real
consumers react to my ad creative?"

"We are changing the rules of the television advertising game," said Steve
Goldman, co-founder and CEO of Ace Metrix. "Now advertisers don`t need to risk
their ad spend. Instead, they can have an online dashboard full of on-demand
insights into their own creative and their competitors to guide their decision-
viable delivery mode for this near real-time, actionable information."

"Ace Metrix is like `overnights` for TV ad," continued Goldman. "With the
actionable data from Ace Metrix, advertisers know what to tweak, what to run by
gender, income, geography, what to pull and more."

Ace Metrix technology gives advertisers tools and data they`ve never had access
to before including standardized metrics that enable advertisers to benchmark
ads within their brands and against the competition. Daily updates of breaking
ads help brand managers quickly determine what works, what doesn`t and why,
saving millions of dollars in misdirected ad spending.

New Dimension to Advertising Analysis

"We have long been committed to providing our advertisers with a complete
understanding of how well television advertising is working for them," said
David F. Poltrack, chief research officer, CBS Corporation and president, CBS
Vision. "To adequately provide such an understanding, we must have a valid and
reliable measure of the effectiveness of the ad itself. Ace Metrix provides such
a measure. With Ace Metrix, advertisers get an unprecedented view into the
relative performance of their creative message, allowing them to optimize
creative execution before the campaign airs and measure the efficacy of ads over
the course of the campaign."

Early ACE Metrix Customers: Coldwell Banker and Deutsch

Coldwell Banker Real Estate, LLC., is using Ace Metrix to test the creative
performance of their own in-market advertising and that of competitors and as a
replacement for traditional, more expensive and less timely, copy testing.

"Annually we spend millions of dollars on television advertising. Naturally we
want to make sure those dollars are working as hard as possible for us. And, we
want to know how our creative stacks up against our competition. Now, for the
first time, I`ve got all that information, at my fingertips, thanks to Ace
Metrix," said Michael Fischer, senior vice president of marketing for Coldwell
Banker Real Estate LLC.

"I love the real-time data element of Ace Metrix and the ability to look across
industries and see trends as they develop. It gives me a new and extremely
useful barometer on the consumer mindset," continued Fischer.

Leading full-service advertising agency Deutsch, Inc., is also an early ACE
Metrix adopter. Deutsch is using Ace Metrix for insights into client advertising
effectiveness, and for better understanding of competitive ads as part of the
business development process.

"Ace Metrix gives an immediate way to see how our ads are doing in the
marketplace," said Mike Sheldon, president, Deutsch, Inc. "And, the view into
competitive ads is sensational. At a certain point, I don`t see how you can do
business without this."

Ace Metrix Based on Patent-Pending Ace Score

Developed by leading advertising research scientist and Ace Metrix co-founder,
Dr. JuYoung Lee, the Ace Score separates Ace Metrix from any other ad
measurement system available today. The Ace Score is powered by innovative,
patent-pending algorithms and proven methodology.

The Ace Score is a calculated score based on raw data that measures persuasion
and watchability. The persuasion rating is based on the interactivity of six
data elements, desire, relevance, likeability, attention, information and
change, automatically captured and analyzed for each ad. Watchability measures
the engagement that a person has with the ad.

The Ace Metrix Service Components include:

* Ace Score: patent-pending ad scores measuring both watchability and persuasion
of ad creative.
* Ace Analyzer: online dashboard with complete reporting of analytics and
insights.
* Ace Verbatims: real-time, targeted consumer commentary relating to specific
creative.
* Ace Survey: continuous on-line measurement of in-market television ads.
* Ace Insights professional services.

Ace Metrix Availability

Ace Metrix is an online-subscription service available now from ACE Metrix. For
more information please see www.acemetrix.com.

About Ace Metrix

Ace Metrix, funded by leading venture capital firms Hummer Winblad Venture
Partners and Palomar Ventures, is revolutionizing the measurement of television
advertising. Ace Metrix delivers actionable competitive intelligence with the
first online, on-demand service measuring television effectiveness in real-time.
Featuring the patent-pending Ace Score, Ace Metrix is delivered through a SaaS
delivery model to the desktops of national advertisers and agency executives.
With insights from Ace Metrix, advertisers can make adjustments to creative and
media schedules resulting in savings of hundreds of thousands of dollars.

Early customers of Ace Metrix include Coldwell Banker Real Estate, Corp., and
full-service agency Deutsch, Inc.

For more information please see www.acemetrix.com.

Note: Ace Metrix, Ace Score, Ace Verbatims, Ace Survey and Ace Insights are all
trademarks of Ace Metrix. Other trademarks are property of their respective
owners.

For Ace Metrix
Communications Insight, LLC
Julie McHenry, +1 650-504-6655
julie@comminsight.com
or
Jack McKee, +1 310-994-6949
jmckee@acemetrix.com

Copyright Business Wire 2009