BTLookSmart Lands Go Deal

Search-targeted marketing agency BTLookSmart has landed a new deal with budget-airline Go.

As part of the new campaign Go will pay for performance listings and graphical advertising across the BTLookSmart network, which covers 60% of UK internet users. John Kinder, BTLookSmart’s sales manager commented: “This commitment from Go shows that more and more big companies are realizing that search targeted marketing solutions offer excellent branding opportunities, generate low cost qualified leads and provide the most effective way to monetise traffic to a web site.” Search-targeted marketing has come to prominence over the last few months, with the advertising downturn forcing brands to consider less-traditional advertising techniques. Companies such as BTLookSmart and E-Spotting (see NewsLine Column: Advertising Utopia) charge advertisers to appear in prominent positions in search sites such as MSN and AOL.

Champions of the method, such as BTLookSmart’s chief operating officer, Kevin Kerrigan, believe this kind of advertising delivers highly targeted messages with very little wastage (see NewsLine Column: A New Phenomenon In Advertising?). As companies increasingly seek a higher return on their advertising and promotional campaigns the accountability offered by search-targeted marketing may become increasingly attractive.

BTLookSmart: 0207 401 5555 www.btlooksmart.com

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