Oracle is the First Technology Marketer to Deliver its Ads to Dow Jones Online's Nearly 10 Million Unduplicated Visitors.
NEW YORK (April 26, 2005) — Dow Jones & Company (NYSE: DJ) today announced the launch of Interest-Based Targeting (IBT), powered by Revenue Science, Inc., across its collection of online sites-Dow Jones Online-which includes The Wall Street Journal Online, its vertical sites*, Barron's Online and the recently acquired MarketWatch. This is the Company's first, major advertising offering resulting from the MarketWatch acquisition.
Dow Jones also announced that Oracle is the first technology advertiser to use IBT across Dow Jones Online to reach C-level (senior) executives.
Now, Oracle—and other marketers that are aiming to reach business decision-makers—can target specific advertisements from a broad range of categories to Dow Jones Online's nearly 10 million unduplicated unique visitors per month—wherever they go on Dow Jones Online. Based on site-usage characteristics, advertisers can reach those who have shown an interest in a particular area of news coverage over time. These areas include business and personal technology, travel, automotive, investments, health, and leisure.
"With the larger, quality audience and precise targeting capability that Dow Jones Online now offers, we have increased both the efficiency and effectiveness of our communication with key business decision-makers," said Todd Forsythe, VP Marketing at Oracle.
"The combination of Interest-Based Targeting, the power of the combined Dow Jones brands plus the ability to target a desirable audience makes this a compelling and smart advertising buy," said Andrew Swinand, SVP/group client leader at Starcom Worldwide, Oracle's media planning and buying agency.
Oracle's advertising campaign will focus on positioning it as a thought leader in business integration and intelligence. The interest-based segments are based on subscribers who are defined as "technology enthusiasts"—those who visit the technology sections and/or read stories about technology across Dow Jones Online.
"We are pleased that Oracle has extended its advertising partnership across Dow Jones Online," said Randy Kilgore, senior vice president, advertising, Dow Jones Online. "There has been a lot of interest from advertisers, which, like Oracle, immediately recognize the benefit of being able to draw from a larger audience—the very top end of the business—news consumers through the Online Journal, and the broader consumer market of people interested in financial news through MarketWatch. They also see it as having more opportunities to deliver a significant number of messages."
Dow Jones pioneered behavioral targeting in June 2003 when it launched IBT across all of the Online Journal's sites and Barron's Online. Today, it has more than 50 advertisers that use IBT from categories including travel, auto, consumer electronics, financial and technology.
For more information about advertising opportunities, visit http://advertising.wsj.com/online/index.html.
* Includes CareerJournal.com, OpinionJournal.com, StartupJournal.com, RealEstateJournal.com and CollegeJournal.com.
About The Wall Street Journal
The Wall Street Journal Online at WSJ.com, published by Dow Jones & Company (NYSE: DJ; www.dowjones.com), is the largest paid subscription news site on the Web. Launched in 1996, the Online Journal continues to attract quality subscribers that are at the top of their industries, with 731,000 subscribers world-wide as of Q1, 2005.
The Online Journal provides in-depth business news and financial information 24 hours a day, seven days a week, with insight and analysis, including breaking business and technology news and analysis from around the world. It draws on the Dow Jones network of nearly 1,700 business and financial news staff-the largest network of business and financial journalists in the world. The Online Journal also features exclusive content, including interactive graphics on business and world news, and online-only columns about the automotive industry, technology, personal finance and more.
The Online Journal offers two industry-specific editions: the award-winning Health Industry Edition and the Media & Marketing Edition. The Health Industry Edition offers authoritative analysis, breaking news and commentary from top industry journalists. The Media & Marketing Edition is designed for professionals in the advertising, marketing, entertainment and media industries. Subscribers to both online editions also get access to the full content of the Online Journal.
In 2004, the Online Journal received several honors. The Online Journal was awarded a Codie Award for Best Online Business News Service, and its Health Industry Edition was awarded Best Online Medical Information Service for the second consecutive year. It also received an EPpy Award for Best Internet Business Service over 1 million monthly visitors. Also in 2004, it ranked in the Top 10 of BtoB's Media Power 50, joining The Wall Street Journal, which took the top position for the fifth consecutive year.
The Wall Street Journal Online network includes CareerJournal.com, OpinionJournal.com, StartupJournal.com, RealEstateJournal.com and CollegeJournal.com.