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
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
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.