Partners Seek Data from In-College Ads

US organisation Digital College Network (DCN) has partnered with iPOWOW! - which gathers viewer opinion through online video - to collect real-time data and feedback from advertising signage in colleges.

Sydney, Australia-based iPOWOW! has recently opened an office in Silicon Valley in the US. Its platform enables viewers to give their opinions and feedback on content in real time and via an online 'voting' interface, while detailed analytics then provide demographics and customer intelligence.

This platform will be integrated into DCN on-air content, which is created by students and professionals from colleges and universities around the country. The service, which comprises five channels for music, lifestyle, entertainment, sports and 'all college', reaches more than 4.3 million college students, faculty personnel and alumni every month.

Through the partnership, marketers will be able to engage audiences in the 18-24 year demographic with relevant advertising. In addition, the network allows students to opt into a mobile platform, which can be used by advertisers to provide coupons or gather data.

'We're always looking for solutions to help our advertisers get the most out of their outreach,' says DCN President and CEO, Chris Esposito. 'With iPOWOW!'s technology, our advertisers now have a powerful tool that not only compels our viewers to act, but provides instant and accurate analysis and valuable insight into how well a particular marketing campaign is working.'

Web sites: www.digitalcollegenetwork.com and www.ipowow.com .