MessageCast’s LiveMessage technology has now been deployed on MSN Video to give viewers real-time alerts whenever the latest news, sports, or entertainment videos are queued.

RSS-compatible and built in an entirely modern Web services framework, LiveMessage is a broadcast application that can find people on popular real-time networks and deliver requested information via desktop alert, SMS, or e-mail.

Speaking with us from the DMA convention, CEO Royal Farros said, “What’s fun is being able to reach out and hand-deliver information, to people who say, ‘This is the stuff I want to see.’ When an interesting story gets put in front of someone, they say, ‘Hey I want to see more than that’. With MSN video, we can actually track per campaign which ones readers are pulling and which ones they aren’t.”

The benefits to using RSS in regard to marketing are powerful. One of the benefits to LiveMessage is its ease of implementation and the speed with which it can be deployed.

Farros stated, “We’re in a world of dwindling response. One of the hottest topics if not the topic at this convention is not what’s working, but ‘Why is everything NOT working’. It’s a constant theme running through the convention. We provide the alternative to the rapidly aging infrastructure, and that’s going to get a lot worse before it gets better. We take a legitimate marketer’s message and we hand deliver these messages. That’s why we’re different -- we literally bypass all the clogs.” And what about those falling click-thru rates? Does this technology boost them? "Our customers are seeing 10 times higher click-thru rates," added Farros.