DoubleClick offers targeted service for local advertisers

DoubleClick is claiming a UK first with a service that can target online audiences in any of 30 metropolitan areas in the country.

DoubleClick is claiming a UK first with a service that can target

online audiences in any of 30 metropolitan areas in the country.



The premium service, called DoubleClick Local, is an extension of the

agency’s worldwide targeting system and is available across the

company’s network of websites, which includes AltaVista, Loot, Bravo and

FT Your Money.



A 30-strong team, based at DoubleClick New York, tracks the location of

every internet protocol address encountered on the network.



’We have tracked millions of IP networks,’ said Eric Stein, DoubleClick

UK managing director. ’The process is never 100 per cent accurate - but

it’s accurate enough.’



He added that the system could deliver more than 50 per cent of users in

any particular area.



DoubleClick Local has been available in the US for about a year. It has

proved popular with companies such as regional car dealerships and Stein

believes it will attract a similar customer base in Britain. ’Between 25

and 30 per cent of traditional marketing is local,’ he said. ’However,

we are not aiming to go after the dry cleaner on the corner - this is

for the national car dealerships or travel agencies who want to reach

local audiences.’



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