By: E&P Staff
AdStar Inc., Marina del Rey, Calif., and Denver-based Kaango Inc. have announced a long-term marketing agreement that will enable Kaango to integrate AdStar’s Web-based Ad Sales solution into Kaango’s classified advertising sales and publishing environment, allowing visitors to any Kaango-powered Web site to post both print and full-featured online ads through one point of sale.
The companies also announced that MediaNews Group will be the first media organization to offer the integrated platform on its newspapers’ Web sites, with a launch set for the first quarter of 2007.
Besides a seamless path to print and online publishing options, the companies say that users’ online ads will benefit from Kaango’s dynamic adNatures technology, which creates ads containing “unprecedented detail in the form of fielded data unique to the categories in which the ads are posted.”
The integrated platform offers users simultaneous views of their online and print ads, technology which Kaango said its partner newspapers will use to encourage purchases of combo ads, “especially by Web advertisers who initially express little or no interest in the print product.”
Other AdStar features in the combined offering include EdgCapture payment processing, and new reporting and administrative tools. In the future, support for a mobile channel and ad campaign management are to be added.
Kaango’s platform aggregates liner, display and Web-based classifieds in one marketplace and allows print customers to upgrade ads online without prepayment or up-sells from call center personnel.