New York, NY (September 9, 2003) –Tapping into one of the largest advertising verticals, the Interactive Advertising Bureau (IAB) today announced that Ford Motor Company will be the newest Cross Media Optimization Study (XMOS) research participant. The groundbreaking research affords a marketer the ability to determine the optimal mix of interactive, TV, radio and print advertising drawn from real world, in-market results.

The XMOS methodology will be applied to Ford’s advertising campaign for the launch of its 2004 Ford F-150. The campaign features magazine, television and Internet advertising developed by J. Walter Thompson.

“Ford takes pride in its advertising, especially for a vehicle as exciting as the new F-150,” said Rich Stoddart, Ford Division Marketing Communications Manager. “We’re confident that XMOS research will provide us with new, competitive advantages in the advertising and marketing arena.”

“The automobile industry is a major contributor to the media economy at large and directly affects almost every media company, television and cable network as well as most print magazines. Ford XMOS research will undoubtedly provide a heightened understanding of what’s working in automotive advertising and what changes can be made to further boost its effectiveness,” said Greg Stuart, President and CEO of the IAB.

The XMOS landmark study methodology, conducted by Rex Briggs of Marketing Evolution, with research solutions from InsightExpress, has been reviewed by the Advertising Research Foundation (ARF) and nominated for Best International Research by ESOMAR. Marketing Evolution will soon release brand-new XMOS research results from ING and AstraZeneca.

“InsightExpress is excited to be involved in such a prestigious research project and delighted to have the opportunity to help Ford understand the effectiveness of their advertising across all mediums,” said Lee Smith, President & COO of InsightExpress. “We look forward to contributing our years of research expertise to the IAB in the measurement of future XMOS brands.”

Twenty-three online publishers and industry leading companies funded XMOS including: 24/7 Real Media, AOL, Ask Jeeves, Autobytel, Classified Ventures (, CNET Networks Inc., The Excite Network,, iVillage Inc., Google, Meredith Corp., MSN, New York Times Digital, RealNetworks, Terra Lycos, Unicast,, Uproar,, Walt Disney Internet Group, The Wall Street Journal Online, WashingtonPost.Newsweek Interactive, and Yahoo!.

About the IAB
Founded in 1996, the Interactive Advertising Bureau (IAB) represents the leading companies in the interactive space. Membership includes companies that are actively engaged in, and support the sale of interactive advertising in addition to being responsible for selling over 75% of online advertising in the United States. IAB members include AOL, CNET Networks, DoubleClick, MSN, Google, Overture, The Walt Disney Internet Group, Yahoo! and over 100 others. On behalf of its members, the IAB evaluates and recommends standards and practices, fields interactive effectiveness research and educates the advertising industry regarding the use of interactive advertising. For more information on the IAB please visit