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
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
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.