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FILED BY DOUBLECLICK INC.
PURSUANT TO RULE 425 UNDER THE SECURITIES ACT OF 1933 AND DEEMED FILED PURSUANT
TO RULE 14a-12 OF THE SECURITIES EXCHANGE ACT OF 1934
SUBJECT COMPANY: DOUBLECLICK INC.
COMMISSION FILE NO. 000-23709
@plan Q&A
What does @plan do?
@PLAN.INC IS A PUBLICLY TRADED (NASDAQ: APLN) ONLINE MARKET RESEARCH
COMPANY THAT SPECIALIZES IN MEDIA AND E-COMMERCE PLANNING SYSTEMS. ITS CORE
PRODUCT, "GUTENBERG", IS THE MOST WIDELY USED MEDIA-PLANNING TOOL FOR
ONLINE ADVERTISING. @PLAN IS USED BY ITS CLIENTS TO INFORM ADVERTISING
DECISIONS.
What benefits does this merger bring to DoubleClick?
@PLAN WILL ENABLE DOUBLECLICK TO IMMEDIATELY ENTER THE MARKET RESEARCH
SPACE WITH A WELL ADAPTED USER BASE OF OVER 500 PREMIER CLIENTS AND A WELL
RESPECTED THIRD PARTY NEUTRAL BRAND. ADDITIONALLY, THIS ACQUISITION IS THE
FIRST STEP IN OUR STRATEGY TO AGGRESSIVELY OFFER OUR CLIENTS A FULL LINE OF
WORLD CLASS, OBJECTIVE MARKET RESEARCH PRODUCTS DESIGNED TO BETTER INFORM
ADVERTISING AND MARKETING DECISIONS.
What benefit does this merger bring @plan?
@PLAN WILL BENEFIT FROM DOUBLECLICK'S BROAD CLIENT BASE, ROBUST PRODUCT
DEVELOPMENT RESOURCES AND EXPERTISE, AND OUR TECHNOLOGY INFRASTRUCTURE.
DOUBLECLICK WILL ALSO HELP @PLAN WITH AGGRESSIVE MARKETING EFFORTS.
What will DoubleClick do to ensure the independence and objectivity of the
@plan brand name?
OBJECTIVITY IS OF ULTIMATE IMPORTANCE TO A MARKET RESEARCH COMPANY. @PLAN
WILL BECOME A SUBSIDIARY OF DOUBLECLICK, OPERATING UNDER THE "@PLAN" BRAND.
@PLAN IS HEADQUARTERED IN STAMFORD, CONNECTICUT, AND WILL REMAIN THERE FOR
THE FORESEEABLE FUTURE.
DOUBLECLICK PRIDES ITSELF ON THE TRUST IT HAS EARNED IN THE ONLINE
COMMUNITY. LARGE COMPANIES RELY ON US TO MANAGE THEIR MOST VALUABLE ASSETS,
NAMELY DATA, TECHNOLOGY AND MEDIA REVENUE. WE WILL REINFORCE THIS TRUST BY
CONTINUING TO HAVE @PLAN WORK WITH ALL COMPANIES AND KEEPING @PLAN AN OPEN
TOOL AVAILABLE TO ALL CLIENTS AND COMPLETELY UNBIASED IN THE DATA THEY
REPORT.
.
Will our sales force sell @plan?
THE DOUBLECLICK MEDIA SALES FORCE WILL NOT SELL @PLAN, BUT MAY REFER
POTENTIAL CLIENTS TO THE @PLAN SALES FORCE.
THE DOUBLECLICK TECH SOLUTIONS SALES FORCE WILL NOT SELL @PLAN IMMEDIATELY,
BUT MAY REFER POTENTIAL CLIENTS TO THE @PLAN SALES FORCE. AT SOME POINT
THERE WILL BE OBVIOUS SYNERGIES WITH DFA (AS WITH ALL THIRD PARTY
ADSERVERS) THAT MAY ALLOW CERTAIN FUNCTIONALITY TO CROSS OVER IN ALL THIRD
PARTY AD-SERVING PLATFORMS.
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What types of client does @plan work with and how do they use the tools?
@PLAN CURRENTLY HAS 4 MAJOR CLIENT GROUPS: AGENCIES, ADVERTISERS,
PUBLISHERS AND E-MERCHANTS.
AGENCIES AND ADVERTISERS USE @PLAN TO INFORM ADVERTISING DECISIONS SUCH AS,
"WHICH SITES ARE BEST TO REACH MY TARGET AUDIENCE?" OR TO COMPARE SITES
AGAINST EACH OTHER USING PREDETERMINED CRITERIA SUCH AS THE DEMOGRAPHIC OR
BEHAVIORAL COMPOSITION OF THE AUDIENCE.
PUBLISHERS USE @PLAN TO UNDERSTAND THE VALUE OF THEIR AUDIENCE AND ATTRACT
ADVERTISERS. A PUBLISHER MIGHT USE @PLAN TO MEASURE THE PERCENTAGE OF THEIR
AUDIENCE THAT ARE HIGH-INCOME FEMALES WHO TRAVEL TO EUROPE MORE THAN 2
TIMES A YEAR. THIS AUDIENCE MIGHT BE VERY ATTRACTIVE TO BRITISH AIRWAYS.
E-MERCHANTS USE A RELATIVELY NEW @PLAN PRODUCT CALLED "DARWIN" TO
UNDERSTAND THE BUYING BEHAVIOR OF THEIR CUSTOMERS AND COMPARE THEIR CORE
SALES AND MERCHANDISING EFFORTS TO COMPETITORS. FOR EXAMPLE CDNOW MIGHT USE
@PLAN TO DISCOVER THAT THEIR USERS ARE 3 TIMES MORE LIKELY TO PURCHASE
ALTERNATIVE ROCK THAN USERS OF AMAZON. THIS INFORMATION WOULD HELP THEM
CRAFT THEIR MARKETING AND MERCHANDISING PLANS.
How many employees does @plan have?
@PLAN CURRENTLY HAS ABOUT 45 EMPLOYEES WITH OFFICES IN STAMFORD,
CONNECTICUT, AND SAN FRANCISCO, CALIFORNIA.
How does @plan collect data?
@PLAN HAS A LONG TERM AGREEMENT WITH THE GALLUP ORGANIZATION, ONE OF THE
WORLD'S MOST RESPECTED SURVEY RESEARCH ORGANIZATIONS, TO RANDOMLY RECRUIT
RESPONDENTS TO COMPLETE A BRIEF TELEPHONE SURVEY ON A QUARTERLY BASIS.
THESE RESPONDENTS ARE THEN DIRECTED TO A WEB SITE TO FILL OUT A DETAILED
QUESTIONNAIRE. THEY COLLECT ABOUT 40,000 COMPLETED SURVEYS EVERY YEAR.
THESE RESPONDENTS ARE NOT COOKIED OR TRACKED. ALL DATA COMES FROM SURVEY
RESPONSES RIGHT NOW.
Does @plan have what is considered a "sound methodology"
YES. @PLAN USES THE MOST RIGOROUS RDD (RANDOM DIGIT DIAL) RECRUITING
TECHNIQUE TO BUILD ITS SAMPLE. IT ALSO USES AN "AIDED RECALL" METHOD OF
MEASURING WHAT WEB SITES PEOPLE HAVE VISITED. THIS IS A LONG ACCEPTED
TECHNIQUE EMPLOYED BY TRADITIONAL MARKET RESEARCH COMPANIES FOR DECADES.
Why aren't DoubleClick Network and Sonar sites listed in @plan and will
this change when the merger is completed?
BECAUSE OF @PLAN'S RIGOROUS METHODOLOGY, IT WILL ONLY REPORT SITES (OR
NETWORKS OF SITES) THAT IT CAN MEASURE WITH A CONFIDENT LEVEL OF ACCURACY.
THIS AMOUNTS TO ABOUT THE TOP 500 WEB SITES. BECAUSE MANY SITES IN THE
DOUBLECLICK NETWORK FALL BELOW THIS THRESHOLD, @PLAN CANNOT ACCURATELY
REPORT ON MOST NETWORKS. IF THERE IS AN OPPORTUNITY FOR THE COMBINED
ORGANIZATION TO FURTHER IMPROVE THE METHODOLOGY AND ALLOW US TO MEASURE
NETWORKS, THIS FEATURE WOULD BE OFFERED TO ALL NETWORKS IN THE INDUSTRY AS
OBJECTIVITY IS OF THE HIGHEST PRIORITY IN ALL MARKET MEASUREMENT
BUSINESSES.
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Are there any privacy concerns?
NO. MARKET RESEARCH AND MORE SPECIFICALLY SURVEY RESEARCH IS BY ITS NATURE
OPT-IN AND VERY CONSPICUOUS. WHEN RESPONDENTS ARE CALLED ON THE PHONE THEY
ARE ASKED TO PARTICIPATE IN A SURVEY FOR A TOKEN COMPENSATION. IF THEY
REFUSE, THE CALL IS OVER. IF THEY ACCEPT THEY ARE DIRECTED TO A WEB SITE TO
ANSWER A QUESTIONNAIRE. AT ANY POINT THEY MAY CHOSE TO END THE SURVEY AND
REMOVE THEMSELVES AS A PARTICIPANT. RESPONDENT LEVEL DATA IS KEPT
CONFIDENTIAL AND IS NOT USED FOR MARKETING PURPOSES.
Additional Information
The URL for @plan is HTTP://WWW.WEBPLAN.NET
Cautionary Note Regarding Forward-Looking Statements under the Private
Securities Litigation Reform Act of 1995: This news release contains statements
of a forward-looking nature relating to the future events or the future
financial results of DoubleClick. Investors are cautioned that such statements
are only predictions and that actual events or results may differ materially. In
evaluating such statements, investors should specifically consider the various
factors which could cause actual events or results to differ materially from
those indicated from such forward-looking statements, including the matters set
forth in DoubleClick's reports and documents filed from time to time with the
Securities and Exchange Commission.
Additional Information and Where to Find It: It is expected that
DoubleClick will file a Registration Statement on Form S-4 with the Securities
and Exchange Commission and @plan will file a proxy statement with the SEC in
connection with the Merger, and that DoubleClick and @plan will mail a Proxy
Statement/Prospectus to stockholders of @plan containing information about the
Merger. Investors and security holders are urged to read the Registration
Statement and the Proxy Statement/Prospectus carefully when they are available.
The Registration Statement and the Proxy Statement/Prospectus will contain
important information about DoubleClick, @plan, the Merger, the persons
soliciting proxies relating to the Merger, their interests in the Merger, and
related matters. Investors and security holders will be able to obtain free
copies of these documents, once available, as well as each company's other SEC
filings, through the website maintained by the SEC at http://www.sec.gov. Free
copies of the Proxy Statement/Prospectus, once available, and DoubleClick's
other SEC filings may be obtained from DoubleClick by directing a request
through the Investors Relations portion of DoubleClick's website at
http://www.doubleclick.net or by mail to DoubleClick Inc., 450 West 33rd Street,
New York, NY 10001, Attention: Investor Relations, Telephone: (212) 683-0001.
Free copies of the Proxy Statement/Prospectus, once available, and @plan's other
SEC filings may be obtained from @plan by directing a request through the
Investors Relations portion of @plan's website at http://www.webplan.net or by
mail to @plan.inc, Three Landmark Square, Suite 400, Stamford, CT 06901,
Attention: Investor Relations, Telephone: (203) 961-0340.
In addition to the Registration Statement and the Proxy Statement/Prospectus,
DoubleClick and @plan file annual, quarterly and special reports, proxy
statements and other information with the SEC. You may read and copy any
reports, statements or other information filed by DoubleClick or @plan at the
SEC public reference rooms at 450 Fifth Street, N.W., Washington, D.C. 20549 or
at any of the SEC's other public reference rooms in New York, New York and
Chicago, Illinois. Please call the SEC at 1-800-SEC-0330 for further information
on the public reference rooms. DoubleClick's and @plan's filings with the SEC
are also available to the public from commercial document-retrieval services and
at the website maintained by the SEC at http://www.sec.gov.
Participants in Solicitation: @plan and DoubleClick and their
respective directors, executive officers and certain other members of management
and employees may be soliciting proxies from @plan's stockholders in favor of
the adoption of the merger agreement. A description of any interests that
@plan's and DoubleClick's directors and executive officers have in the merger
will be available in the Proxy Statement/Prospectus.
