QXL.com opens site to third-party advertisers

Online auction company QXL.com is considering appointing a sales house as it opens its website to third-party advertisers.

Online auction company QXL.com is considering appointing a sales

house as it opens its website to third-party advertisers.



The site, which already has 500,000 registered users, has recently

welcomed its first advertiser, the Driving and Vehicles Licensing

Association, and is now looking at how it sells the site to other

prospective clients.



QXL.com marketing director Alex Czajkowski said a number of sales houses

had pitched to the company. Although he did not list them, he said ’the

usual suspects’ - thought to include DoubleClick, Real Media and 24/7 -

had been involved.



’But until we decide whether to appoint an external ad sales house, we

won’t turn advertisers away,’ he added. Online sales manager Craig Carr

is handling sales internally.



Brilliant Media’s net arm, Brilliant Impression, has booked banners on

the site to promote the DVLA’s personal numberplate division.



Czajkowski said the company believed it had the best online customers on

the web, because they had e-commerce experience.



He said he expected ’extremely high levels of interest’ now that the

site had opened for advertising business. ’We offer access to a large

audience of users who are massively experienced at e-commerce. Prospects

are lining up from the financial services, automobile, travel, computer

and online gambling sectors,’ he said.



He stressed that there was no guarantee QXL would opt for an external

sales operation. ’We’re still looking at the figures,’ he added.



Brilliant Impression account director Dominic Geary said QXL was ’one of

the strongest e-commerce brands in the market’, generating high levels

of traffic.



The DVLA has previously used a selection of motoring sites, which

attract a smaller but more specialised audience. However, QXL users

access the site with the intention to purchase.



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