COSTA MESA, Calif., Feb. 17, 2005 -- Experian(R), a global information solutions company, today announced the launch of Addressable BehaviorGraphics(SM), an integrated system that unites client data, such as existing primary research, branding studies and customer lists, with Simmons syndicated consumer information and Experian household-level data to provide a consistent customer view that bridges mass, direct and addressable media.

Addressable BehaviorGraphics operationalizes behavioral targeting. For the first time, marketers can translate their attitudinal and behavior-based customer segmentations and creative strategies into tactical media buys that deliver a single customer definition across all advertising channels. The system is specifically designed to synchronize campaigns across media channels enabling media-neutral targeting, campaign execution, and measurement.

Addressable BehaviorGraphics delivers targeted audience models scored to integrated data sets such as client brand segmentation schemes, awareness and usage tracking studies, advertiser data, Simmons and Experian information.

"Advertisers execute campaigns across multiple media channels, which are fragmented and have different types of audience definitions. Mass media is traditionally purchased by demographic, day-part and DMA. Newspapers are bought by neighborhood zones. Magazines buys are purchased by geography, version or title. In effect, each media channel historically required a different audience definition for execution," said Deborah Zuccarini, president, Experian Marketing Services.

Addressable BehaviorGraphics changes this dynamic by producing a single, media-neutral definition of a target audience based on behavior and the value of the consumer segment rather than the limitations of the media. This definition is then applied to 110 million American households in Experian's INSOURCE(SM) Consumer Database and media subscriber bases, allowing for flexible application by media type and geography.

Addressable BehaviorGraphics also supplies a series of scored reports with a consistent audience definition across media channels, sorted by highest to lowest levels of penetration, addressability and geography. These reports provide insight for advertisers and their agencies to conduct strategic media planning and execution to most effectively reach their audience across multiple channels. Upon campaign selection, the system can code audience, offer, version and media for targeted execution by channel and can also incorporate agency or other third-party tags.

"Addressable BehaviorGraphics is the natural extension of Simmons TV BehaviorGraphics, which links television measurement and consumer behaviors and attitudes," stated Bill Engel, Co-CEO, Simmons. "As the leading provider of syndicated research information on what American consumers buy, where they shop, their attitudes and lifestyles and the media channels they use, this powerful new tool allows our clients to leverage the precise targeting capabilities of addressable media."

About Experian

Experian is a global leader in providing information solutions to organizations and consumers. It helps organizations find, develop and manage profitable customer relationships by providing information, decision-making solutions and processing services. It empowers consumers to understand, manage and protect their personal information and assets. Experian works with more than 50,000 clients across diverse industries, including financial services, telecommunications, healthcare, insurance, retail and catalogue, automotive, manufacturing, leisure, utilities, property, e-commerce and government. Experian is a subsidiary of GUS plc and has headquarters in Nottingham, UK, and Costa Mesa, California. Its 12,000 people support clients in more than 60 countries. Annual sales exceed $2.5 billion.

Experian acquired Simmons Research in October 2004. Simmons is a leading provider of syndicated research information on what American consumers buy, where they shop, their attitudes and lifestyles and the media channels they use.

For more information, visit the company's web site on http://www.experian.com .