In an experiment to test its agent technology and increase advertiser awareness of its targeting capabilities, Agents invited marketers to submit as many banners as they would like, along with a target audience. The banners were posted on the Firefly site along with a button enabling users to rate the banners on a scale of 1 to 7.
More than 20 marketers participated, including AT&T, Stolichnaya and Duracell. Bantam's ad drew the highest rating--more than half of the 200 people who rated the ad during the two-week period gave it a 7.
Firefly plans to conduct more contests to help marketers learn how to better target their ads.
"This is a very, very different way of advertising," said Saul Klein, Agents VP-marketing. "Something that the first iteration of Adfly has proved is that while people can buy into the theory of one-to-one advertising, planning and creative have a ways to go."
As the winner of the competition, Bantam gets 5,000 free impressions, or page views, on the site. A page view normally costs 10 cents.