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Commercials in Your Email

Techstination feature for Wednesday, March 28, 2001

Ready or not, here they come. TV style commercials in your email. I'm Fred Fishkin with Bloomberg Bootcamp. While retailers and corporations struggle to find the right approach to effective advertising over the Internet... a company called TMX Interactive is turning to the tried and true...

"TMX Interactive is a company that really brings the power of television, and really brings that into your inbox or into your email."

TMX President and CEO Blair Lyon. Before you scream that you don't want a multi-megabyte attachment in your email inbox, hold on. The company is using streaming technology to sort of broadcast those commercials... for clients like Calvin Klein, SAP and Jobs Direct...

"One of the things we did with our technology is really took the high road. People don't want to receive large email messages. The whole issue of getting an attachment and having to download something and all that So what we've developed actually is a streaming technology where the email comes in just like a regular text based email and we actually sniff out what kind of bandwidth you have, what kind of rich media capabilities you have on your system and then we serve you, stream you, the appropriate rich content."

Lyon says clients are targeting consumers who have opted in for advertising messages... to avoid incurring the wrath of email users who may object to a new kind of super Spam. Bootcamp, I'm Fred Fishkin, Bloomberg Radio.