William Apfelbaum, the former president and chief executive of the outdoor advertising group TDI Worldwide, and Jane Henley, the business group director at TDI-UK, are launching the US-based online advertising company L90 in the UK.
Apfelbaum will become the UK chairman of L90, while Henley takes on the role of managing director at the company, which has businesses such as Microsoft, Procter & Gamble and Warner Brothers on its US client list.
L90 will sell online ad space for its clients' sites as well as creating online ad strategies for brands. In the UK, it will work with Scotland Online and Blartly.co.uk, the prize draw website.
Henley said that L90 will not compete head-to-head with other online ad networks such as DoubleClick and 24/7 Media in the trading of banner ads, but will instead focus more on other types of online communication strategies.
'Only 25 per cent of our sales are for banner ads - the rest involve sponsorship deals and direct online marketing techniques such as e-mail,' Henley added.
'The company believes in individual solutions for individual clients and we have always acknowledged that banner ads alone are not a successful tool for making a strong impact on the internet. As the pressure increases for businesses to maintain their profitability and revenue growth, they need to take a more creative and targeted approach in order to turn visitors into loyal customers.'
Carl White, the regional director at 24/7 Media, was dismissive about the launch: 'They're just trying to jump on a train that left the station more than six months ago.
Return on investment, mobile internet, e-mail marketing and maximising non-banner revenues have long been core to our business.'