• November 6, 2008

SingerDirect, a direct marketing unit of Omnicom Media Group, has launched the Online Media Network for sending transactional emails like order confirmations with links to ads based on consumers' demographics and shopping behavior.

"We're offering this to retailers, consumer products goods companies and direct mail marketers, but retailers are our biggest category," said Sandra Roscoe, executive vice president of Rye Brook, N.Y.-based SingerDirect.

SingerDirect uses the Live Decisions database application from Web Decisions Inc. to match particular transaction email messages with product offers related to the interests of the email recipient. When a marketer sends the transactional email, it is routed through the Live Decisions application, which adds advertising links based on the recipient's demographics and purchase history. The ad links can be from the company sending the transactional email or a third-party advertiser, Roscoe said.--Tanya Irwin