PointRoll, Oddcast Partnership Takes Augmented Reality Advertising to the Next Level

July 7, 2010

NEW YORK, NY, Jul 07, 2010 (MARKETWIRE via COMTEX) -- PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (GCI 14.24, +0.08, +0.57%) and the leading provider of digital marketing solutions, and Oddcast, the leader in user-personalized participation marketing, today announced advancements in augmented reality (AR) technology that will enable advertisers to reach consumers in a way that eliminates extra steps and puts the consumer directly in the middle of the experience. Through the partnership, PointRoll will integrate Oddcast's AR technology into PointRoll display advertising banners, presenting a unique AR experience for consumers and brand advertisers.

While existing AR technology requires users to use a "marker" for the webcam, such as a printable image or barcode, in order to manipulate movement of the AR experience, Oddcast and PointRoll eliminated this requirement by allowing the user's face to act as that marker. This technology advancement signifies innovative and unique opportunities for agencies and advertisers, where individuals with webcams can seamlessly become immersed -- and participate -- in a branded AR experience. For example, a car manufacturer can create an AR environment that mimics a new car model's interior where users can examine the interior freely, almost as if they were physically sitting inside the car.

The launch of the PointRoll/Oddcast Barrier-Free Augmented Reality offering demonstrates a new way for agencies and brand advertisers to easily deploy AR environments for personalized brand experiences. These engaging experiences offer a breakthrough solution for brands seeking innovative ways to create lasting impressions.

"Our partnership with Oddcast represents the tremendous opportunity for agencies and advertisers to connect with audiences in a personalized and branded fashion," said Jason Tafler, CEO, PointRoll. "With this technology we not only keep audiences' attention but also increase their participation and engagement with the brand. As a result, brands create a stronger connection between the advertiser and consumer."

"Oddcast continues to innovate, each quarter, with new user-generated, social and participation marketing technologies," said Adi Sideman, CEO, Oddcast. "Our partnership with PointRoll is a perfect fit, as PointRoll always stood for user-friendly, hassle-free, highly-personal experiences."

For more information and a demo of the PointRoll/Oddcast Barrier-Free Augmented Reality, please visit

About Oddcast Inc. Oddcast is the leader in user-personalized participation marketing. The New York-based company provides end-to-end solutions powered by proprietary video, photo, 3D, voice and avatar platforms, enabling brands to amplify customer engagement throughout the social net; the company's recently launched distribution division guarantees user engagement levels. Oddcast has powered some of the Internet's biggest viral hits, it serves dozens of fortune 500 brands, driving millions of monthly participates via a hosted web service. For more information, including information on the company's innovative participation marketing campaigns, log on to or call (212) 375-6290.

About PointRoll PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (GCI 14.24, +0.08, +0.57%) , is the leading provider of digital marketing services and technology. PointRoll enables advertisers, agencies and Web publishers to create, deliver and measure interactive and action-inspiring online video, rich media display, mobile, and social campaigns. Delivering both the art and science of the digital engagement, PointRoll provides the creative tools, analytics, distributed content, and expertise marketers need to effectively engage consumers and make a memorable and measurable impression. Evolving beyond the banner, PointRoll allows marketers to find consumers wherever they are across any digital platform and deliver a relevant and engaging brand or direct response experience, dramatically improving ad effectiveness. Serving more than 350 billion impressions for more than two-thirds of the Fortune 500 brands, PointRoll delivers measurable online advertising campaign results. For more information, visit

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