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New product offers advertisers a compelling alternative to traditional online advertising

London, UK – 20 January 2009 – Specific Media, the leading independent online advertising network, today unveiled Smartcast, a new highly targeted online advertising tool. Available to advertisers across the UK with immediate effect, Smartcast is the first product of its kind in Europe and offers advertisers the ability to reach the maximum number of prequalified users with a high impact campaign in a specified period of time.

Smartcast offers advertisers a genuine and exciting alternative to the traditional network takeover model. It combines Specific Media’s innovative behavioural targeting technology and unrivalled level of consumer insight to allow advertisers to take over its network, furthermore only targeting in-market customers who have previously demonstrated an interest in the brand or product offering, rather than all online users, which dramatically increases the impact and relevancy of the message to the viewer.

With Smartcast, advertisers need to buy fewer impressions to reach their target audience and achieve better brand impact, as every advert served is delivered to a user that has already been identified as interested in the product.

Colin Petrie-Norris, Managing Director of Specific Media International said, “In the current economic climate, advertising investment is coming under increasingly close scrutiny and it becomes a business imperative to cut down on wasted advertising spend. Smartcast is a truly innovative product that allows advertisers the opportunity to run high impact, relevant campaigns to people who have previously expressed an interest in the product. It is our unrivalled reach and consumer insight that makes this proposition so exciting – no other network can offer advertisers such a detailed level of targeting on such a wide scale – and we are delighted to bring this exciting new proposition to the table.”

The traditional network takeover model offers advertisers a high visibility, high impact and high frequency campaign designed to achieve total user saturation across a network of websites, by allowing advertisers to take over the prime advertising space for a set period of time.

Specific Media serves adverts over a premium publisher network of 450 of the UK's top websites, but collates data on consumers online behaviour from millions of websites globally to create non-identifiable unique user patterning, based on their web browsing behaviour.

A short animation that demonstrates how Smartcast targeting works is available at the following link:


About Specific Media
Specific Media, the advertising industry's largest independent online advertising network, leads the industry with ground-breaking technology which enables advertisers to target consumers throughout Western Europe and North America based on demographics, behaviours, geographic locations and the contextual relevance of websites visited. Specific Media’s Premium Network reaches more than 29 million consumers each month in the U.K and 225 million consumers globally. The combination of reach and proprietary targeting technologies allows Specific Media to create highly customised audience segments for advertisers. Since 1999, Specific Media has been enabling advertisers to build relationships with their target audiences across the top consumer branded publishers. Visit

For more information, contact:
Hannah Smith / Annabel Kerr
Ruder Finn
+44 (0) 207 462 8900 /

This press release was distributed by ResponseSource Press Release Wire on behalf of Ruder Finn UK in the following categories: Business & Finance, Media & Marketing, Computing & Telecoms, for more information visit