Viewpoint Launches User Engagement Index For Measuring Rich Media Ad Performance

New York – Viewpoint Corporation (NASDAQ: VWPT), a leading internet marketing technology company, today announced the launch of the Viewpoint User Engagement Index. The Index will provide more robust and measurable insight into the performance of rich media advertising, and will enable marketers to effectively measure brand engagement on the Web.

In advertising terms, user engagement refers to the level of attention an advertisement draws from a customer, including Interaction Rate, Ad Display Time, and most commonly, the Click-Through Rate. As rich media becomes more sophisticated, marketers require better measurement tools to help accurately decode a user’s interest and engagement with an ad.

Unicast, Viewpoint’s online advertising division, offers the ability to track every consumer’s engagement across multiple touch points to better decipher a user’s brand experience. The Index will measure Ad Display Time, Click-Through Rate, and Interaction Rate, and coming soon will also measure Video Play Time. The Interactivity metric may include time spent with roll-overs, panel expansions, hovering, click to full screen, data capture and viral effects, such as tracking the Email-to-a-Friend feature. The overall Engagement Index score is calculated by weighting the Interaction Rate, Click- Through Rate, and Ad Display Time values recorded across the billions of ad impressions that Unicast serves each quarter.

The Index will be compiled from these engagement-related metrics which are tracked and recorded as an ad plays in a browser. Cumulative metrics for all ads are normalized and combined into a single engagement score.

“We tested the User Engagement Index with a few select customers, and the data uncovered through our analysis has helped to provide valuable insight into the performance of their campaign,” said Jason McKay, vice president and general manager of Unicast. “If an ad rates lower than 100 on the Index, marketers are either reaching the wrong audience or employing the wrong creative. This forces marketers to take a hard look at the media plan and the creative components to see what’s not working.

Conversely, if an ad scores higher than 100 on the Index, then our customers know they are delivering advertising that is truly engaging their target audience.”

This robust reporting will be provided to all Unicast customers. Viewpoint will also offer business intelligence reports of the Viewpoint User Engagement Index featuring key metrics and statistics across many industries such as Automotive, Consumer Packaged Goods (CPG), Entertainment, Financial Services, Internet, Pharmaceutical, Restaurant, Retail, Sporting Goods, Technology, Telecom and Travel. The first Viewpoint User Engagement Index will be available to the public later this year.

“The ability to measure and optimize campaigns based on actual user engagement is ground-breaking for the industry,” said Patrick Vogt, Viewpoint’s CEO. “This insight will also create genuine accountability for results-oriented marketers who wish to determine the true ROI on rich media campaigns.”

ABOUT VIEWPOINT

Viewpoint is a leading Internet marketing technology company, offering Internet marketing and online advertising solutions through the powerful combination of its proprietary visualization technology and a full range of campaign management services including TheStudio, Viewpoint’s creative services group, Unicast, Viewpoint’s online advertising group, and KeySearch, Viewpoint’s search engine marketing consulting practice. Viewpoint's technology and services are behind the online presence of some of the world's most esteemed brands, including America Online, GE, Sony, and Toyota.

More information on Viewpoint can be found at www.viewpoint.com.

The company has approximately 115 employees principally at its headquarters in New York City and in Los Angeles.