Lycos And MSN To Target Agencies With Online Ad Push
Two of the UK’s largest internet portals are set to embark on an industry-wide initiative to promote online advertising to media owners and agencies.
Over the next few months both Lycos UK and MSN UK will visit a range of media owners, as well as leading media planning and buying agencies to promote the internet as an advertising medium through case studies and research.
Lycos is launching a ‘Sheepdog’ initiative, which will see a specially created team work to encourage brands to make online a part of their marketing mix. Lycos UK & Ireland’s managing director, Alex Kovach, told NewsLine: “We won’t be selling the medium directly, its more about education. We are looking to push brands to go through agencies, which we see as one of the most important revenue sources for online advertising.”
He explained that the initiative is part of a long-term project to raise the profile of online advertising, saying: “If online is to be treated like other media, we need to start generating revenue through agencies.”
MSN is planning to take a similar approach and according to its business to business marketing manager, Amanda Anthony, the portal is set to launch a number of group marketing events targeting top planners and buyers.She said: “Its part of MSN’s role as a leading player to advocate digital marketing as a medium. We will be talking to offline planners and buyers to get online integrated into the marketing mix.”
Earlier this year a number of leading internet portals came together to form the European Interactive Advertising Association (EIAA) to promote the value of online advertising campaigns to major agencies and clients (see Online Publishers Launch New Cross-Sector Body).
Lycos: 020 7881 6500 www.lycos.co.uk MSN: 020 7465 7700 www.msn.co.uk
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