PointRoll Partners With the E-Voter Institute, Connell Donatelli and MSHC Partners, Delivers Rich Media Best Practices for Political Candidates
As PointRoll's Voter Impact Emerges as the Leading Rich Media Offering in the Political Arena, This Collaborative Effort Empowers Candidates to Maximize the Technology to Persuade Voters, Canvass, Fundraise and Get Out the Vote

CONSHOHOCKEN, Pa., Sept. 21 /PRNewswire/ -- PointRoll, Inc., leading developer of innovative rich media technology solutions, today announced the official launch of its rich media best practices for political candidates with the E-Voter Institute and two, leading political advertising and marketing agencies, Connell Donatelli Inc. and MSHC Partners Inc.

"Campaign managers and advisors have started asking us - and the agencies with whom we work - for advice on how to best leverage rich media as we move through the primaries and headlong toward November's mid-term election," said Chris Saridakis, CEO, PointRoll. "Leveraging our rich media leadership in concert with the unique expertise of the eVoter Institute, Connell Donatelli Inc. and MSHC Partners Inc., we are providing a roadmap for electoral candidates that didn't previously exist, helping them to reach their constituencies at the source they turn to most for their information on campaigns and elections - the Internet."

The trio of rich media and advertising leaders and the E-Voter Institute, a trade association focused on advancing the convergence of politics and the Internet, has developed the following series of initial best practices:

     --  When committing to rich media, commit fully and make sure that all
         aspects of the campaign - fundraising, get out the vote and
         canvassing - happens online as well as offline.

     --  Make rich media about a dialogue.  Engage voters through compelling
         creative that connects and influences.  Give voters an opportunity to
         interact with your candidate from the rich media ad in multiple ways
         and lay out your platform in concise terms that are tailored to the
         constituencies the ads target.

     --  Leverage rich media functionality aggressively, developing campaigns
         and ad units that use at least three to five interactive
         functionalities, such as online polling, interactive video, click to
         call, signing up for candidate newsletters, donor opportunities or
         cell phone reminders for events and election day.

     --  When shooting video ads, take care to design exclusive online spots
         that will drive interest in the candidate's online presence. Include
         a level of interaction with the video.  Commitment to using the
         online channel will leverage television ads and provide feedback
         about message effectiveness.

     --  Rich media changes local campaigning . take control of the local
         message.  Tailor rich media campaigns to specific zip codes and begin
         to fortify with advertising, marketing and live appearance.  Create a
         circle of influence one geographic region at a time.

"PointRoll's rich media allows candidates to bridge the gap between their television and online advertising by providing the ability to stream commercials in an ad unit with many calls to action like volunteering or making a donation," said Eric Frenchman, Chief Internet Strategist, Connell Donatelli, LLC. "With the tracking only available online, we can measure actual views of the commercial, time interactions, and post commercial actions providing great insight on how voters interact with the candidate."

"Voter attitudes revealed in the E-Voter Institute/PointRoll recent survey strongly suggest that the Internet provides clear advantage in upcoming campaigns," said Karen Jagoda, co-founder and president, E-Voter Institute. "Candidates should maximize their online presence by applying these best practices and setting high standards for themselves as well as the competition."

"Through the use of targeted rich media advertising, political campaigns can now bring the power of television - sound, sight, and motion - to the Internet like never before," said Michael Bassik, Vice President of Internet Advertising at MSHC Partners. "With millions of voters turning to the web for news and information, the time is ripe for candidates to embrace the Internet as a trusted political medium."

To learn more about Voter Impact and to see a complete version of the "Moving to the Mainstream: Web-Based Political Communications on the Road to 2008" survey results, please contact Matt Helmke at matt@0to5.com or Jackie Lewis at jackie@0to5.com.

About the E-Voter Institute

E-Voter Institute is a non-partisan trade association founded in 1999 to promote the interests of Web publishers and solution providers to the political and advocacy communities. E-Voter research and events focus on the convergence of politics and the Internet. By identifying opportunities and obstacles, E-Voter Institute aims to accelerate the use of the Internet in political and advocacy campaigns in order to promote a more robust democracy. For more information, visit http://www.evoterinstitute.org.

About Connell Donatelli Inc.

Headquartered in Alexandria, VA, Connell Donatelli Inc., is a full-service marketing agency positioned to help you take advantage of a new political environment. CDI is run by proven political strategists who are fully committed to helping you create, maintain and grow a powerful Internet presence and staffed by experienced designers, programmers, producers and directors who have created award-winning interactive electronic media, television and radio commercials for some of the most successful political clients and causes in the nation and around the world.

About MSHC Partners Inc.

MSHC Partners is the nation's largest Democratic direct mail, targeting, and Internet marketing firm. They were the first traditional political consultancy to offer Internet marketing services to its clients and have since conducted more than 200 online advertising campaigns for over 80 different clients. Over the past five years, including two election cycles in which Democratic victories were scarce, MSHC Partners won ten of its twelve major statewide races including victories for Governor Kaine of Virginia, Governor Gregoire of Washington, Governor Napolitano of Arizona, Governor Kulongoski of Oregon, Governor Vilsack of Iowa, Governor Richardson of New Mexico, and Governor Granholm of Michigan.

About PointRoll, Inc.

PointRoll, a wholly owned subsidiary of Gannett Co., Inc. (NYSE:GCI), develops innovative rich media technology solutions that go beyond the creative limitations of existing advertising options. PointRoll's ground- breaking products and superior service enable advertisers to connect with consumers by creating an interactive online environment that generates conversion. Alongside its unique, compelling offerings and service, PointRoll delivers comprehensive, real-time reporting capabilities that exponentially improve measurement, generating data that effectively illustrates how and why it maximizes return on investment.

PointRoll's proprietary technology platform, "The Boys," provide a full range of marketing solutions that include comprehensive service support and extensive data reporting capabilities. "The Boys" include: FatBoy(R) expanding ads, TomBoy(TM) universal 100K+, TowelBoy(R) snap-back units, BadBoy(TM) floating ads, and PaperBoy Local Delivery(TM). PointRoll works with more than 800 advertisers and its technology is accepted by thousands of online publishers including Yahoo!, MSN and AOL. For more information, please visit http://www.pointroll.com.

Source: PointRoll, Inc.

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