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STREAMS LAUNCHES LILYPAD, THE FIRST SERVICE TO ASSESS RESPONSE TO INTERNET MEDIA PLACEMENTS

CHICAGO, Oct. 30 /PRNewswire/ -- William Lever said he didn't know which half of his advertising budget was wasted, but Internet Marketers no longer have that problem. Streams Online Media Development today launches Lilypad, the first service developed to take the guesswork out of planning Internet promotional efforts by measuring response to Internet media placements.

Said Streams President Dave Skwarczek in his address at the Advertising Research Foundation Interactive Media Research Summit earlier this month, "We feel that the ability to measure response is the second Internet marketing deliverable. Advertisers and marketers can utilize Lilypad data much as they would analyze response to particular 800 numbers; determining which (hyperlinks) pulled the most responses, or which led to the most sales last month."

The system is easily installed, remarkably simple to use, and requires no additional hardware. Those who will use Lilypad most effectively are likely to include anyone responsible for purchasing on- line media -- most often interactive marketing managers, media managers, advertising and direct marketing agencies.

What's the difference between Lilypad and all the other Web traffic measurement programs and services? Most focus on the measurement of events within one's Web site, offering information about file transfers or "hits," peak times and most popular areas. Lilypad measures none of this data. Rather, Lilypad reports the path by which Internet visitors came to find their Web-based materials.

Whether these visitors clicked on a paid or unpaid hyperlink at another Web site, a search tool, a newsgroup, a local file on their hard drive -- even if the visitor came from a bookmark or typed in the Web site's address directly -- marketers and media buyers can learn how visitors found out about their site in the first place. With the Lilypad system installed on their World Wide Web file server, marketers view performance reports right on-line, on-demand, using any standard HTML 3.0-compliant World Wide Web browser. Lilypad's easy-to- understand, performance-ranked reports can be generated on demand by current or specific day, week, month, quarter, and year. Lilypad can be configured to monitor multiple pages within a Web site and can ignore duplicate exposures.

Armed with Lilypad reports, Internet Marketers can now evaluate their online media purchases and negotiate rates more effectively. They use the data to better execute their Internet promotions by purchasing additional links from publications that generate the best response, eliminating placements in less effective ones -- even by posting more frequently in especially responsive newsgroups.

Until December 31, 1995, Streams is offering Lilypad subscriptions at an introductory price starting at $695 per month, plus a one-time installation fee of $500 for standard installations.

Streams Online Media Development is an Internet Marketing Agency formed in mid-1994 to address the growing demand for developers of marketing-savvy online media. Providing online marketing, media development and response assessment services, Streams continues to push the potential of the Internet as a new medium. Recent Streams clients include Ameritech, Marriott Corporation, MidAmerica Commodity Exchange and Leo Burnett Company.
 -0- 10/30/95


/CONTACT: Dave Skwarczek or Dominic Tassone of Streams Online Media Development Corporation, 312-342-7747, or email streams@streams.com, WWW URL http://streams.com/

CO: Streams Online Media Development ST: Illinois IN: CPR SU: PDT

TB-KR -- CL042 -- 6356 10/30/95 17:09 EST
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Date:Oct 30, 1995
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