DoubleClick has won the sales contracts for a string of big-name
shopping sites - including QXL.com - and housed them in its new
The portfolio will be sold to advertisers on the basis that surfers who
access shopping sites already have spending on their minds when they
encounter banners ads.
Aside from QXL - the biggest contract win - DoubleClick has been hired
by five other e-commerce sites. These are Jungle, which sells computer
equipment, price comparison site Kelkoo, general e-commerce site
LetsBuyIt, CD and DVD site Boxman and auction site eBid.
DoubleClick has already sold banners, buttons and sponsorships on behalf
of the e-commerce sites Loot, AltaVista shopping, Egg shopping and CD
Now. These sites have also been drafted into the portfolio.
Mylen Noual, a member of DoubleClick’s business development unit, will
visit agencies with sales representatives to present the e-commerce
The websites will be offered to clients alongside DoubleClick’s existing
ten groups. These include Search Directories and IPS, which houses
AltaVista; Automotive, which encompasses MaxPower.com; and Business and
Finance, which includes FTyourmoney.
Eric Stein, managing director of DoubleClick, said: ’Reaching an
audience who are shopping online across the breadth of sites we now
offer is an incredible opportunity. With the approaching shopping season
and the continued growth of internet penetration into mainstream
society, the e-commerce affinity will be highly effective for
advertisers. Each e-commerce site is the business leader in its
The appointment of a sales house marks a departure for QXL, which had
previously only sold a portion of its site to a handful of clients, such
as the online bank Marbles (Media Business, 10 July).
The auction site is set to go head to head with rival eBay, which
appointed Nicky Coxson sales chief last month.
DoubleClick is offering banner advertising, site sponsorship and e-mail
sponsorship on QXL, which sends 750,000 e-mails a week to registered
The first campaigns managed by DoubleClick are expected to break in two
to three weeks.
The sales house pointed out that 7.5 per cent of the UK’s retail sales
will move online by the year 2005, according to a recent report by
Fletcher Research. This will result in a sharp rise in online retail
revenue, which is predicted to grow from pounds 1.7 billion in 2000 to
more than pounds 20 billion by 2005.
This article was first published on Campaign