BTLookSmart Secures British Airways Ad Deal

Search targeted marketing company, BTLookSmart, has secured an advertising deal with British Airways.

The deal will see British Airways advertise across BTLookSmart’s network for 3 months, using a combination of performance listings and key word banners.

Joel Lee Davies, online partnership manager at British Airways, commented: “It is critical that we not only communicate our proposition to the market but make it as easy as possible for consumers to interact with us. Using keywords allows us to target these users at web entry points and successfully influence their buying patterns in a very cost effective manner.”

BTLookSmart COO, Kevin Kerrigan, added: “At a time where companies are cutting advertising expenditure, British Airways has increased its investment in search targeted marketing.”

According to Kerrigan, search targeted marketing offers return on investment (ROI) rates that are typically 5-10 times higher than other forms of advertising (see NewsLine Column: A New Phenomenon In Advertising?).

Online advertising accounted for 1.6% of the UK’s total media expenditure during the first half of 2002, according to the findings of a new internet information service from Nielsen Media Research.(see Nielsen Launches Online Adspend Measurement System)

BTLookSmart: 0207 401 5555 www.btlooksmart.co.uk

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