IMPAQT Press Release
IMPAQT Gets Smart with Debut of Intelligent Landing Page™ Application
Pittsburgh, PA, February 28, 2005 – IMPAQT, a recognized leader in applying innovative tools and services to search engine marketing (SEM), today announced the release of its latest search solution, Intelligent Landing Pages(TM) (ILP). The ILP technology, designed to work with paid search, will allow companies to dynamically deliver a targeted rich media landing page containing multiple video, audio and/or interactive Flash applications when the searcher selects a paid keyword ad.
The IMPAQT Intelligent Landing Page automatically captures both click-stream and on-page analytics in real time as the searcher enters and interacts with the page. Accessing geo-targeting, demographic and behavioral databases, the application presents individually targeted rich media, text and conversion choices dependent upon searcher specific criteria, all at the critical "moments of search." As the searcher further interacts with the page, simultaneous onscreen analysis launches new rich internet content, leading the searcher further down the conversion path.
According to the Jupiter Research report "Rich Media Tools: Agencies, Publishers can find Efficiency in Exclusivity," rich media ad spending is forecasted to grow from $0.5 billion in 2003 to $3.2 billion in 2009. Its share of total online advertising spending during that period will increase from eight percent to 20 percent. The IMPAQT Intelligent Landing Page creates the opportunity for the marketer to place the most relevant rich media in front of the consumer, as determined by their own search terms.
This new application from IMPAQT provides a more engaging experience for searchers and a more effective one for agencies and corporate marketers. The unlimited experience and creative capability of rich media can be offered and managed via search. Rich internet applications like single screen checkout, multi-screen video and interactive demos can be delivered through the Intelligent Landing Page with built in data collection and behavioral analysis capabilities.
The entire rich media experience is driven by input received from the searcher and supports segmentation based on geo-targeting, census and lifestyle demographics, and engine profiling. The Intelligent Landing Page and its corresponding rich media are shown as a result of these metrics, based on research and mapping information that is determined before the first keyword is ever purchased. Data capture, analysis and reporting features allow the marketer to make more intelligent content, offer and messaging decisions based on the collective behavior of all users rather than individually.
"We believe the landing page is the next big battleground for search marketers to compete in. Combining a customized rich internet experience with real time analytics within our Intelligent Landing Page application will give our clients a competitive advantage over companies simply linking paid search to traditional landing pages and substantially increase the return on their paid search expenditures" says Richard Hagerty, CEO, IMPAQT. "This application allows our clients to creatively guide searchers through multiple conversion processes initiated through search and measure the success of the initiative within one tool."
Founded in 1999, IMPAQT provides a comprehensive blend of data integration, proprietary tools and consulting to enable more informed decisions for its clients. The company has been at the forefront of change within the industry, going beyond traditional search engine marketing by utilizing advanced business performance and business intelligence technologies to maximize corporate opportunities. The company currently provides services to Fortune 500 corporations with data intensive search marketing needs in the insurance, pharmaceutical, retail and packaged goods industries and marketing departments in the education, travel and B2B sectors.