DoubleClick Makes a Pitch for Local, Regional Advertisers

DoubleClick Inc. in New York City launched DoubleClick Local, designed to meet the needs of regional and local advertisers who are trying to drive traffic to their businesses and build brand awareness.

“The DoubleClick Network of top branded sites and our advanced geo-targeting technology give local advertisers a powerful new medium for local advertising,” said Kevin O’Connor, CEO of DoubleClick.

Combining the geo-targeting capabilities of DART (Dynamic Advertising Reporting and Targeting), DoubleClick’s ad serving technology, and the ad network’s 10 interest groups, DoubleClick Local enables local advertisers to reach local users on highly-trafficked, well-branded sites such as AltaVista Search, Dilbert, The Food Network, Automobile Magazine, Modern Bride, Travelocity and U.S. News & World Report, the company said.

“Our product enables display advertisers to reach their audiences by placing their messages in front of the local users across our network of national sites,” said Jonathan Heller, general manager of DoubleClick Local. “This provides them both the reach and the flexibility to target by city, state or region with one buy.”

Initial clients include Loews Cineplex Entertainment. DoubleClick said it
hired sales, marketing and engineering staffs to support the launch of
DoubleClick Local and expects to expand the team over the next several months.