Scrappy ad network and technology company L90 announced two partnerships this week, designed to boost its client offerings and rival recent efforts by larger competitors.
Wednesday, the company said it would be partnering with iLanguage, to add the outsourced translation and globalization firm’s services to L90’s network advertiser and publisher offerings — enabling L90’s clients to customize ad campaigns and Web sites to worldwide markets.
iLanguage translates content for B2B2C companies and supports English, Spanish, French, German, Italian, Portuguese, Dutch, Swedish, Chinese, Korean and Japanese conversion.
L90’s serving and tracking platform adMonitor will offer reporting and optimization on the globalized campaigns.
According to the companies, L90’s in-house design team will work with iLanguage to customize campaigns.
“Each ad will have the appropriate look and feel for the particular audience,” Bohan said.
“Our marketing partnership with L90 will benefit advertisers by helping them reach global audiences and at the same time the Internet users around the world will receive marketing information that they previously wouldn’t have had the chance to understand,” said iLanguage.com president and chief executive officer Marc Bautil.
Through the deal, L90 continues recent efforts at expanding overseas, earlier this year having launched L90 Europe and L90 Latino divisions aimed at broadening its network advertisers and publishers’ geographic and cultural reaches.
“We have seen tremendous growth in our global business, and feel that the iLanguage partnership will give our clients a powerful tool to reach every audience in the world,” said L90 president and CEO John Bohan.
The Los Angeles-based ad network isn’t alone in a global push. Larger firms like 24/7 Media and DoubleClick
have been making recent high-profile partnerships and expansion efforts in Asia and Europe.
Overseas expansion is in vogue among ad networks due in large part to estimates like those by e-commerce analyst firm Forrester Research suggesting that by 2004, half of all online sales will be sold outside of the U.S.
Current iLanguage customers include Warner Bros., Icann, and news distributor InternetWire.
L90 this week also announced a deal with opt-in e-mailer TargitMail.com, giving the ad network’s clients access to TargitMail’s database of nearly 12 million opt-in consumer profiles.
L90 clients also gain access to TargitMail’s eTOM e-mail marketing search, database integration, and delivery platform.
The deal extends L90’s existing e-mail capabilities. Earlier this year, the company inked a deal with RadicalMail to offer rich media, viral marketing e-mail capabilities through the company’s L90Link customer-acquisition product.
“The TargitMail.com alliance offers our clients yet another superior e-mail marketing solution to reach targeted audiences worldwide,” said Matt Spiegel, vice president, direct marketing sales for L90.
But Spiegel said the main value-add of the deal is its sizable database of opt-in user profiles, gathered by way of TargitMail’s relationships with ISPs and e-mail service providers, such as USA.net.
“Our powerful database tools will make it possible for L90’s clients to take advantage of truly breakthrough opt-in e-mail database marketing services,” said TargitMail.com president and CEO Walt Rines.
The deal typifies recent efforts by competitors like CMGI
ad server AdForce‘s pact with ClickAction,
for one, to entice marketers with expanded product offerings and reach.
Financial details of either deal were not disclosed.
