New York City-based DoubleClick Inc. said it will
launch DoubleClick Select in March to increase the focus on the premium Web
sites it represents in exclusive advertising sales relationships.
In addition, DoubleClick will, for the first time, open its network to
represent branded sites in non-exclusive relationships. Sites joining the expanded
network include Court TV, Daily News, Internet Movie Database, Prevue Online
and USA Today.
With DoubleClick Select, the company said it will increase its focus on
promoting individual premium brands such as AltaVista, The Dilbert Zone, A&E Network,
Travelocity, PBS Online, ModernBride.com, The Food Network, Autobytel.com
and Fast Company. In support of this effort, DoubleClick said it would
substantially expand its advertising sales, sponsorship and business
development teams in 1999.
Web publishers joining the network in a non-exclusive agreement will have the
opportunity to utilize DoubleClick’s multiple sales channels to supplement
their in-house sales teams, the company said. DoubleClick also has a new trade
ad campaign going in
support of the expanded network; it began running in major industry
publications Jan. 18.
“The DoubleClick Network has built its business on brands and will now
aggressively expand from this core to respond to advertisers’ demands,” said
Wenda Harris Millard, executive vice president for marketing and sales at
DoubleClick. “Our new strategy offers media buyers three key elements: search,
branded sites and reach.”