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Web analytics boosts ad revenue for Fox

Broadcaster Fox Kids Europe has significantly boosted advertising revenue across its online operation since rolling out new web...

Broadcaster Fox Kids Europe has significantly boosted advertising revenue across its online operation since rolling out new web analytics software, the broadcaster revealed last week.

The TV company, which broadcasts via cable and satellite to 57 countries, runs 17 national-language websites across Europe and generates 45 million page impressions every month.

Data gathered from the websites is used for marketing purposes, to provide demographic data about viewers, and to help generate advertising revenue.

The analytics software from Web-Abacus has been integrated with Fox Kid's Vignette content management system. It replaced a system from Web Trends.

The software has helped Fox Kids analyse customer data and the performance of each web-site, said Patrick Healy, chief technology officer for the online and interactive division at the company.

"Companies run pan-European advertising campaigns and they demand results and data to prove the worth of the campaign," he said.

Fox Kids, which has a Sun-based architecture, is planning to use more Java software in the future, according to Healy.

"We are looking at what we can do with Java, maybe in an IBM Websphere-type architecture," he said. "Java is the way forward for delivering content."

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