Ad Response Measurement Ad2WebTracks - Measured URLs

Ad2WebTracks is a patent pending product that provides a turnkey way to measure traffic driven to a Web site from traditional print media, such as Yellow Pages, newspaper, magazine, and direct mail. Ad2Web Tracks was recognized by the Yellow Pages Publishers Association at their October 2000 Convention for marketing innovation.

Ad2WebTracks is a product that tracks visitors with a measured URL, or a mURL™. The data captured by the mURL™ can be used alone or in conjunction with call counts derived through 800 numbers or Remote Call Forwarding numbers placed in ads to determine the value of sales leads obtained through traditional offline media.

A mURL™ is a unique URL, slightly different from an advertiser's primary Web site address. We have seen advertisers acceptance of the mURL grow as use of multiple URLs within organizations has proliferated. It seems to be considered a convenience by web site users because they expect to be directed to a specific page on the web site based on the "Call to Action" associated with the mURL such as, "check out online catalogue." Some advertisers have used mURLs creatively by promoting specific products or locations. For example, Monster.com used la-monster.com to evaluate an ad placed in a Los Angeles Yellow Pages directory.

In most cases ARC reserves the URL and becomes the host and billing party during a specified time period. At the end of the test, upon request, ARC on the net™ will transfer the URL back to the advertiser.

The mURL™ works in this way: a unique URL - the mURL™ - is placed in the ad to be tested. The mURL™ loops the user through the ARC on the net™ server, which then immediately and automatically directs the user to the advertiser's own web site. The transfer is practically instantaneous, so the user is unaware that a test is taking place.

While the transfer occurs, the Ad2WebTracks server counts the visit. All visits via the mURL™ are counted, even those that are cached. Information captured via the mURL™ includes the number of visits, the date and time of the visits, and the visitors' server addresses.

Ad2WebTracks provides:

• Online ordering of the mURL™ after an account with ARC on the net™ is set-up.
• Bundled Call Volume Testing with mURL™.
• Monthly reports showing the number of visits plus the visit detail posted to a secure web site mailbox or via email.
• Testing the mURL™ once a week to insure that the user is reaching the advertiser's home page.
• Upon request, transfer of the mURL™ to the advertiser at end of the test.

If desired, a brief follow-up survey can be conducted on-line with visitors accessing the mURL™. An intercept screen would appear before the user reaches the advertiser's home page. The screen would ask the user if he/she would like to take a survey. The intercept screen can be programmed to appear every nth time, so that only a small but random percentage of visitors are surveyed. If the user agrees to do the survey, he/she would be asked to provide an e-mail address. At a later time, ARC on the net™ would send an e-mail providing a URL and link to a questionnaire, asking the user about his/her experience with the advertiser's web site, media usage, demographics, and so forth.

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