PHD Launches Specialist Internet Search Division
PHD has become one of the first traditional media agencies to launch a standalone division dedicated to search targeted marketing as it attempts to cash in on increasing revenues in the sector.
The new iQuest operation launches today and offers advertisers the opportunity to achieve stand-out in the paid-for search process, which displays specific companies when internet users type in relevant key words.
The division will be housed within PHD’s interactive arm PHDiQ, which specialises in online planning and buying. It will be headed by Andy Atalla, who joins as head of search from Ask Jeeves, where he was a strategic planner.
The main function of iQuest will be to ensure visibility for businesses using search targeted marketing. However, it also aims to be an important strategic resource by helping planners to understand consumer perception of certain topics, brands and personalities.
Commenting on the launch, Howard Neas, managing director of PHDiQ, said: “There is an absolute link in most clients’ minds between online advertising and visibility in paid for listings. Hence we felt it was time to have our own in-house specialist to run campaigns for us. An important part of that role is to ensure that we continue to understand fully the relationship between offline and online media and search performance.”
Once the paid for listings side of iQuest is established, the division will extend its operations into other areas of the search market, such as natural feed and overall website optimisation.
Search targeted marketing is the fastest growing area of online advertising and the latest figures from the Interactive Advertising Bureau show the sector accounts for more than 35% of online advertising spend. The importance of paid for listings in the marketing mix is expected to increase throughout 2004 as advertisers realise the potential of the internet as a direct marketing medium (see Online Expected To See Revenue Reach £350 Million).
It is understood that i-level, is in the process of launching its own search targeted marketing division. The independently owned digital media agency recently expanded its offering to advertisers with the launch of a new division dedicated entirely to mobile marketing (see i-level Appoints Marks As First Ever Marketing Director).
PHD: 020 7446 0555 www.phd.co.uk
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