i-traffic inc. in New York City said it
was selected to handle all U.S. online advertising, alliances and
customer acquisition for BOL, the planned global online bookselling
venture of Bertelsmann Online, a unit of Germany’s Bertelsmann AG.
i-traffic said it will maximize remote placements for BOL across the
Internet via storefronts and merchandising channels. Billings were not
disclosed.
i-traffic will manage all online media planning and buying, creative services,
test design, stewardship, on-going data analysis and reporting for BOL as well
as offer the support and advisory services of its Strategic Alliance Services
group, which specializes in the acquisition of large-scale partnerships.
“Bertelsmann AG is uniquely qualified to become a major player in the online
bookselling arena,” said Peter Meluso, i-traffic’s chief service officer. “i-traffic is geared for the challenges of securing real estate and pioneering
new distribution channels in
the most competitive e-commerce category on the Internet–it’s not about who
is first, it’s about who is smartest.”
“With its expertise and strong relationships in the U.S. Internet arena, i-traffic was a clear choice to partner with us to support our online awareness
and traffic-generation building efforts in the states,” said Seth Radwell, BOL
U.S. manager.
Bertelsmann AG operates more than 300 companies in book, magazine, newspaper
and audio publishing and distribution; recorded music and video entertainment;
radio; television; new media; printing and; manufacturing.”
i-traffic clients include Beyond.com, Buena Vista Internet Group (Disney, ESPN
store) CDnow, ConsumerInfo.com, Eddie Bauer, Internet Shopping Network,
Memberworks, and NetGrocer.
