US online ad sales house DoubleClick opens UK operation

DoubleClick, the US new-media sales house, is launching a UK office, which will open in November.

DoubleClick, the US new-media sales house, is launching a UK

office, which will open in November.



It aims to offer UK advertisers the option of centralising their online

advertising through a single sales point, without losing the option of

localising the campaign.



The UK office will have a similar structure to the US operation, which

was set up in 1996, consisting of a portfolio of quality UK-based

Websites.



However, advertisers will also be able to buy space on a host of other

sites around the company’s new-media sales network, which spans six

countries.



Online advertising is a burgeoning sector in the UK, and has encouraged

the launch of a number of specialist sales houses, including TSMSi, Emap

Online and New Media Marketing & Sales. However, the market is small

compared with the US.



Jane Ostler, head of digital communications at the Network, said: ’This

will increase competition and drive the market forward. It will improve

standards and may force the smaller new-media sales houses to consider

becoming affiliates. However, DoubleClick will need to establish itself

as a recognised, credible and local brand.’



The move comes in the same week that new-media publishers in the UK

formally established the Internet Advertising Group to promote the

Internet as an advertising medium.



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