Search Targeted Marketing Bucks Global Downward Trend
London, 1 July 2002 – The Financial Times Companies and Markets section on Monday 24 June ran a lead story proclaiming that 'advertising revenues stay stuck in a rut'. Of course this is no secret; for instance Zenith Optimedia, a media buying group, predicts a worldwide decline in advertising revenues of 0.5% for the year.
But what may be a secret to most is that one relatively new advertising sector is going through the roof -Internet search targeted marketing. This works by allowing advertisers to have their product/service introduced at the point that a an Internet user is searching for related products/services. This generates a “click-through” the to advertiser’s web site that, because it is prequalified, generates high conversion rates. This method of advertising is proving very popular as the advertiser only pays for results and generates ROI’s typically 5-10 times higher than other forms of advertising.
This is proving to be an extremely attractive area for companies to market in as audiences can be targeted so efficiently. For instance, market leader BTLookSmart has a global network that reaches such a high proportion of Internet users (as many as 63.5% in the UK alone) that companies such as Virgin and Barclaycard are using the service to spread messages and increase brand awareness.
Kevin Kerrigan, COO, BTLookSmart says; “Whenever advertising markets start to weaken there is a surge by advertisers towards more accountable methods of communication. In the past this would have meant a greater use of traditional direct marketing techniques, but another vehicle has been created on the back of consumer Internet penetration, one that is seeing in excess of 100% growth year on year in ad revenues.
“Search targeted marketing is catching on so quickly because it puts advertisers and Internet users in a win-win situation. Advertisers deliver highly targeted messages with very little wastage and Internet users get highly relevant results back from their search.”
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BTLookSmart is the international joint venture between LookSmart (NASDAQ: LOOK; ASX: LOK), a global leader in search targeted marketing, and British Telecommunications (NYSE: BTY). It provides directory and search solutions in multiple languages through many of the leading ISPs and portals in Europe and Asia including MSN, Tiscali, ntl:home, BTopenworld, AltaVista, DDi corporation and Japan Telecom. The BTLookSmart network in the UK enables advertisers to reach 63.5% of all active Internet users (source: Jupiter Media Metrix, January 2002). BTLookSmart is deploying LookSmart's Web, WAP, mobile Internet and broadband search and directory solutions for ISPs, portals and mobile Internet businesses in countries across Europe and Asia-Pacific. The company operates two regional headquarters in Tokyo, Japan and London, UK, serving the Asia Pacific and European markets respectively.
For further information please visit http://www.BTLookSmart.com
For more information please contact:
Tim Hadley / Mark Casey
Tel: +44 (0) 20 7580 1366
Fax: +44 (0) 20 7580 1367
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