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Industry Leaders Buy Into Desktop Advertising

Businesses survive on advertising, with advertisers and their clients trekking the universe find next great thing in publicity. Well, it seems Newsweek is right, that 2007 is "Year of the Widget (opens in new tab)"

The "final frontier" of advertising has been tapped, says founder Marshall Gisser. "The formula is quite simple: find the one venue where the public places most of their attention, and make that space available to advertising agencies and their clients," said Gisser. A significant majority of people -- at home or work -- frequent their PCs more than print mediums, TV ads, billboards and all other ad communications. "We've been in advertising and design for 21 years, and launched DesktopWidgets to offer advertisers the greatest market penetration: PC desktop communications. No other medium offers advertisers such focused consumer attention, or places advertisers' communications where consumers' eyes are fixed most. Widgets also 'push' a company's presence and content each day, and all day, insuring far greater penetration than websites. Furthermore, our DesktopWidgets enable an advertiser to update their communications as often as desired, and communicate with their audience in literally seconds. No other medium makes these claims, and we've spent 18 months perfecting this technology."

Gisser's team has recently been hired by Conde Nast and W Hotels to create their cross promotional widget (opens in new tab)... with a leading cereal giant on deck..

DesktopWidgets are just that, desktop gadgets or mini-applications that appear on your PC or Mac at start-up as small icons. But when clicked, watch out -- these unobtrusive icons are robust with content and features. Once launched, they enlarge to display various links to internal and web-based data, RSS and XML feeds, links, images, and Flash.

In essence, Gisser's widgets place an advertiser directly on consumer desktops each morning proactively, unlike Apple, Yahoo and Google widgets which require a manual "start" of those widgets.

Those widgets also lack Gisser's suite of features. The real clincher is that DesktopWidgets are updatable by the advertiser 24/7, with those updates going live instantly.

Advertisers get unlimited advertising for a one-time development fee. A large educational portal Mesora uses their widget to deliver their weekly magazine, world news, raise donations, and a host of other benefits.

And you don't need a browser: these widgets function independently, and can be designed as far as your mind can imagine.

Gisser's team developed a radio widget for a NY based station which streams live music, podcasts, and offers the station new advertising revenues from widget based interactive ad rotations.

Gisser's widgets also include a "Send this widget" link to help grow a client's audience exponentially. Manufacturers and retailers will benefit from DesktopWidgets' instant reach with new product news, sales and promos.

Gisser's patent pending widgets also deliver communications to any size audience in seconds, including Flash... two things email can't do.

Widget owners can have their widgets designed to elicit feedback from their end users to better target their marketing.

Widgets are downloaded from a website or received by email attachment and are quite small files, so users spend just 20 seconds installing them.

DesktopWidgets offer consumers numbed by the 'rectangular' browser experiences an engaging new way to enjoy information. And it places this info where they see it most... right on their desktops. And widgets satisfy an advertiser's wish to obtain focused attention on their communications, since there's no competition on desktops... while also insuring daily penetration of updatable communications.

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.