Rovion's InPerson Technology: Changing the Face of Online Advertising

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"Consumers have long been ignoring advertising that comes at them from a banner or a skyscraper format, much like they've started ignoring other forms of rich media advertising. The Rovion technology doesn't look like an ad. It's a real person that walks onto the user's screen and talks directly to them about what they want to know-be it a promotion, a new service, or just a simple welcome that guides a user through the website."¹

- Len Ostroff, CEO of Rovion, Inc., in 2006.

"I think media buyers in general are always looking for great new technologies and splashy effects online."²

- Emily Riley, Jupiter Research³ analyst, in 2006.

"Some fear the talking spokespeople have the potential to become a little hokey, and wonder whether offering the unit on so many sites will lead to overexposure and reduce its appeal... Rovion's unit won't change the standards we've come to adopt. But you can expect this form of borderless advertising to produce a bevy of interesting campaigns as buyers realize they're no longer bound by leaderboards and video screens."⁴

- Tessa Wegert, digital media strategist with Enlighten,⁵ in 2006.

Truly 'Out-Of-The-Box'

On December 13, 2006, Rovion Inc. (Rovion), a US-based technology firm, announced that its proprietary patent-pending InPerson technology was being used by software giant, Microsoft Corporation (Microsoft) to launch a campaign for its Microsoft Office Live6 that was targeted at small business owners. Microsoft's decision to try out the InPerson technology was partly prompted by the fact that its experience with other online advertising media was not too great. Microsoft felt that InPerson, which enabled streaming videos of spokespeople who could pop up seamlessly on top of the contents and interact directly with the customer, would cut through the growing clutter of online advertisements.

Len Ostroff (Ostroff), CEO of Rovion, said, "We are thrilled to work with Microsoft for the launch of the Office Live platform. This InPerson campaign allows Microsoft to truly engage with its online audience, creating a more personal and effective method of communicating with the millions of small and 'at-home' business owners who are attempting to grow their businesses."⁷

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1] Pat Cauley, "Website Marketing Gets Personal," www.electronicretailermag.com, September, 2006.

2] Kate Kaye, "Advertising.com Accepts Rovion Format in Rich Media Network," www.clikz.com, April 24, 2006.

3] Jupiter Research is a division of US-based JupiterKagan, Inc. It is a global provider of original information, images and digital content for professionals in the information technology, business, and creative fields.

4] Tessa Wegert, "Advertising without Borders," www.clikz.com, May 4, 2006.

5] Enlighten, headquartered in Ann Arbor, Michigan, USA, is a digital marketing, web development, and e-business consulting firm.

6] Microsoft Office Live is an Internet-based software service designed for small businesses with less than ten employees. It was launched on February 15, 2006.

7] "Rovion to Support the Launch of Microsoft Office Live," www.rovion.com, December 13, 2006.

8] Discovery Stores is the retail and licensing arm of the global media and entertainment company, Discovery Communications, Inc.

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