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The Ad Council Adopts New Email Marketing Technology to Promote PSAs


September 6th, 2006 --- The Advertising Council has recently tested a new proprietary email marketing technology capable of delivering public service ads (PSAs) fully embedded within the email so that there is no attachment, no downloading and no need for streaming or buffering. The new technology is called Vismail™.

The Ad Council used Vismail™ for the first time on July 4th to promote the launch of new “Buzzed Driving” PSAs, developed as an extension of their well-known “Friends Don’t Let Friends Drive Drunk” campaign. “Vismail turned out to be a stunningly successful e-marketing tool to communicate with the TV stations across America encouraging them to air the poignant PSA that demonstrate in four spots that ‘Buzzed Driving is Drunk Driving’, ‘’ commented Keith McCracken, President of Vismail America.

”The email open rate using the Vismail functionality was impressive, and we were thrilled with the instant results,” said Barbara Shimaitis, Senior Vice President of Interactive Services at the Ad Council. “We will continue to incorporate brand-building Vismail technology as it uniquely enables our television public service ads to play in the body of emails without clicking through.” In addition to the Buzzed Driving campaign, the Ad Council also recently used Vismail’s technology for their Youth Voter Participation campaign, which encourages all young adults to vote in the upcoming midterm elections.

Vismail America ( works with agencies and their clients to help them deliver their marketing messages via a rich media e-mail format. “Only Vismail can embed video into an email in such a way that there is literally no attachment, resulting in the delivery of an intact high quality video that may be played over and over again and easily shared with friends making it an ideal trackable viral tool”, says McCracken, “major B2B and B2C marketers have started to use Vismail as a way to break through the clutter and as a cradle for their [video] creative.”

The Ad Council ( is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives.


For more information cantact:

Deb Geiger
Vismail America

Ellyn Fisher
The Ad Council


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