Flycast opens for business in Europe

San Francisco-based Flycast has become the latest new-media sales operation to target European advertisers.

San Francisco-based Flycast has become the latest new-media sales

operation to target European advertisers.



The company last week opened offices in London, Stockholm and

Hamburg.



In common with other US-based internet advertising operations, such as

24/7 and DoubleClick, Flycast believes the European market offers

’enormous potential’, explained director of international development

Heidi Kay.



The company has around 15 European staff at present, but Kay said the

business would grow significantly in the next few months.



Flycast provides clients with direct response advertising on a network

of more than 1,000 high-profile websites. Its clients include Finlandia,

Top Jobs on the Net and the Accommodation Search Engine.



’Each client is assigned a media consultant who ensures they get maximum

return on their investment,’ said Kay. ’Initially we run an ad across

1,400 sites. Then we identify sites that are generating the best

responses.’



The European division, headed by Henrik Smith, is based in Hamburg. It

was prompted by Europe’s ’increasingly healthy e-business economy’,

Smith said.



’While Europeans have been slower to embrace the internet than their

American counterparts, the combination of telecom deregulation, free

internet access, increased competition among ISPs and decreasing

connection costs is a recipe for explosive internet growth,’ Smith

explained.



European publishers and marketers had switched on to the internet’s

potential and were launching high-quality local sites, he added.



Flycast was bought earlier this month by CMGI, an acquisitive internet

investment company which also recently acquired the web advertising

companies AdForce and Adsmart. It is believed to have its eye on

new-media sales house 24/7, although it may be challenged by rival

suitor DoubleClick.



Flycast chairman and CEO George Garrick said the company had built a

’strong, seasoned team of internet and advertising experts’ to lead the

company’s drive into Europe.



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