St. John�s-based adfinitum Networks Inc., a developer of a global advertisement monitoring database network, is receiving $185,000 from the Provincial Government to commercialize its technology. The investment enables the company to target advertisers and media monitoring companies from around the world who are interested in comprehensive advertising data.

"With tightening marketing and advertising budgets, the value of having relevant, comprehensive analyses is critical for advertisers," said the Honourable Trevor Taylor, Minister of Innovation, Trade and Rural Development. "Recognizing this market opportunity, adfinitum Networks has introduced an innovative business-to-business platform that enables advertisers to make strategic decisions when initiating marketing and advertising campaigns."

Incorporated in 2007, adfinitum�s database includes more than two million television, radio, print, out-of-home, and Internet advertisements from over 40 countries. Users are able to navigate through the database and access such competitive information as media schedules, branding, demographic information, along with the opportunity to view creative.

"We have conducted market trials in Europe, the Pacific Rim, and the Americas and been successful in attracting the larger advertising monitoring companies," said Ed Clarke, President, adfinitum Networks. "We are now developing a new product called GlobalAdsource targeted at the retail or business-to-consumer marketplace particularly corporate communications, advertising agencies, and brand managers in many of the largest companies in the world. We are also developing private-label applications for well-known advertising publications."

Knowledge-based industries and value-added products are emerging in the province. The Provincial Government is committed to enhancing their impact on the local economy through a suite of support programs.

"adfinitum is an exciting new company and a welcome addition to the province�s growing knowledge-based industries," said Ed Buckingham, MHA, St. John�s East. "adfinitum is another example of how young people are creating new industries that allow them to live and work in Newfoundland and Labrador while providing services to clients around the world."

Funding was provided through the Provincial Government�s Commercialization Program. Administered by the Department of Innovation, Trade and Rural Development, the program bridges an identified funding and investment gap between product research and product marketing. Through this program, the Provincial Government supports private sector enterprises in activities leading to the development of innovative, market-ready products and services. Proposed initiatives must demonstrate innovation enhancement consistent with the province�s innovation strategy, Innovation Newfoundland and Labrador: A Blueprint for Prosperity. The program provides assistance of up to 75 per cent of total costs, to a maximum of $500,000 per project.

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