AdValue enters UK agency market with new online analysis

An online media agency has entered the UK market with plans to overturn the way internet campaigns are run.

An online media agency has entered the UK market with plans to

overturn the way internet campaigns are run.



Netherlands-based AdValue is recruiting online planners and buyers for

its new London office, headed by Jonathan Moore.



Moore claims the agency’s monitoring service, AdAnalyse, provides

clients with the most detailed analysis yet of the way users respond to

online campaigns.



’Clickthrough rate is no longer an option when it comes to measuring

success,’ he commented. ’AdAnalyse tracks consumers’ behaviour after

they click on a banner, assessing how often they meet the client’s

objective.



’It’s no longer good enough to simply put up a banner ad. This system

enables us to adjust campaigns in the middle of their run to make them

more effective.’



Moore admitted AdValue faced a challenge from the traditional media

agencies, most of which have online planning specialists. But he said:

’Online accounts for about 1 per cent of marketing budgets, and that’s

about the amount of resources media agencies devote to it. We are

entirely devoted to online advertising.’



Currently a one-man-band, Moore wants the agency to expand as rapidly as

its Rotterdam head office, which has grown from ’four to 24 staff in two

years’.



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