• by Adam Bernard , March 26, 2001

By Adam Bernard

Imagine watching a news report on the cold season, then seeing an ad for a specific type of cold medicine right after it. An advertiser's dream, right? INNX, a news media company, has created a television advertising vehicle that make that very scenario possible.

INNX, like any other news outlet, sends out reporters and completes news stories. Once the story is done and fully edited, a keyword search is performed in INNX's advertiser database. For instance, if the story is about the cold season, and "flu" was typed in, products that have anything to do with the flu come up.

INNX then takes a product from that list, and attaches their ad at the end of the story. INNX also adds information regarding how to learn more about the news story just shown, including a hyperlink to the story on the affiliate station's site. The page with the story on it would also have the advertiser brand on it in some form.

Teri Hirschfeld, Chief Marketing Officer of INNX, says, "This is a great way to meet [an advertiser's] audience. A brand can associate with stories in the news that are of relevance to consumers."

NBC networks affiliate channels are currently using INNX, and INNX stories currently run in 21 of the top 25 markets, including the entire top 10. According to Nielsen Media Research, INNX stories are seen by nine million people daily, and 55% of NBC affiliates use an INNX story at least once a week. INNX boasts a roster of advertisers that includes such names as Proctor and Gamble and other ad giants.

- Adam Bernard may be reached at AdamBernard@mediapost.com