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Datran Media Unveils StormPost 5.0 and Expands Strategy and Delivery Services – Washington Times and MediaNews Group Among First to Adopt

Wednesday 13. May 2009 - New Audience Measurement Reporting and Newsletter Banner Inventory Management Options Allow Users to Maximize Revenues From the Email Channel

Datran Media, a leading digital marketing technology company, today announced the release of StormPost 5.0, the latest version of the company’s top-ranked email marketing and monetization platform.
StormPost 5.0 includes enhancements to help clients generate increased revenue from the email channel by providing access to Datran Media’s first-of-its kind intelligent audience reporting and automating the process of selling banner advertising space within newsletters. StormPost 5.0 updates also include a highly scalable cloud-based architecture and streamlined workflow. In conjunction with the introduction of StormPost 5.0, Datran Media also announced that it has increased the breadth and depth of its strategy and deliverability services. Key clients, including Washington Times and MediaNews Group, helped inform the development of the current software release. Clients like Sony have been experiencing great success working with Datran Media’s expanded strategy teams, as exemplified by a recent gold medal win at the 2009 MarketingSherpa Email Marketing Summit.
Reporting and segmentation capabilities have been revolutionized in StormPost 5.0. With built-in access to Datran Media’s proprietary audience measurement reporting, StormPost clients can define their ideal customers based on household-level demographic, behavioral and geographic information. For ad-supported media companies, the value of this increased insight is the ability to validate the audience that advertising customers are reaching via their email campaigns.
Email monetization capabilities have also been expanded in StormPost 5.0. This latest version streamlines email banner advertisement inventory sales for publishing clients and includes an inventory estimation tool for sales teams to manage and optimize their newsletter banner inventory. Due to the current shift towards digital publishing and resource limitations, this is a highly requested feature across the many publishers that leverage StormPost. StormPost’s ability to support banners within newsletters provides an effective contextual complement to stand-alone email advertisements and allows advertisers to engage more deeply with their email audience, reducing audience fatigue and improving response and results.
Chuck DeFeo, general manager of interactive and social media for Washington Times, said, “We have been pleased with the business value that StormPost has helped us drive since we adopted the platform. We are also very excited about the new StormPost tools designed to help us more efficiently manage our advertising banner sales and fulfillment, including the banner inventory management system. In today’s publishing environment, optimizing performance while reducing costs is imperative.”
Michael Petrak, vice president of sales for MediaNews Group, said, “We are looking forward to increasing the ways we leverage StormPost to help drive more revenue across our publications, and we were excited to help inform the latest version. To date, StormPost and the team at Datran Media have helped us grow our email programs at a much faster rate than we could have ever done on our own. They have also enabled us to ramp up sales without any local channel conflict and provided us with access to reports and tracking measures we did not have access to in the past. I expect that StormPost 5.0’s introduction of audience measurement reporting and support for banners advertisements within newsletters will takes us to yet another level.”
StormPost 5.0 enhancements are user-centric and focused on enabling the email channel to drive recurring and incremental revenues across all types of businesses. These include:
–A workflow update that simplifies and speeds the message creation process
–Upgrades to the platform’s best-of-class reporting capabilities
–New online analytical processing (OLAP) tools
–New compliance tools
–Additional application programming interfaces (APIs) to further support integrations with clients’ content management, external targeting, customer relationship management, data warehouses and external reporting and registration systems
New strategic consulting services offer Datran Media clients more hands-on campaign strategy, content development, optimization and measurement options as enhanced campaign management services. Datran Media’s deliverability team has also expanded service options for clients who need to increase the successful delivery of their email campaigns or wish to outsource ISP management and white listing projects.
Tony D’Anna, general manager of StormPost, appreciates the support Datran Media clients provided during the StormPost 5.0 roll out and commented, “As our 2009 marketer survey revealed, generating new digital revenue streams is of utmost importance to marketers as offline publishing and advertising revenues continue to decrease. We are very excited that StormPost 5.0 will help clients maximize profits through email and thank all the marketers and clients that helped us with its development.”