New Zealand web marketing company WebMasters is now licensed to use DoubleClick International's DART technology - which the company says will provide New Zealand advertisers with one-stop access to a Network of more than 3000 web sites worldwide delivering more than five billion ad banners a month
Frank van der Velden, managing director of WebMasters, describes the deal as "a significant development for the web in New Zealand. It brings New Zealand into the international Internet community in a powerful way. And it means that WebMasters can provide advertisers with an even more accurate, more competitive and more informative service in the way they market themselves on the Net."
"The best testimonial for DoubleClick DART services is to ask FAI Insurance, IBM, Hewlett Packard and Commonwealth Bank about their recent use of the service in Australia. The information they have makes their campaigns significantly more controllable and accountable" says Scott Knoll, managing director of DoubleClick Australia
The DART-based service has been running in a low-key fashion since December. Known as WebMasters AdNetwork, it offers New Zealand advertisers a range of packages, including campaigns targeted by organisation, domain, ISP, country, operating system, browser, as well as keyword or category searches
The service will also track ad exposures and provide 24-hour online information for advertisers who want to monitor specific advertising performance
Webmasters is promising Website owners "access to most major New Zealand and international online advertisers - and for the first time NZ advertisers will now be able to target those NZ web users looking at overseas based sites."
Paul Hashfield, the former Xtra manager appointed to run the WebMasters Advertising Network, describes it as a "revolution" for publishers "in that they will be able to gain advertising revenue without having to set up expensive sales and administrative infrastructure. All support services are centralised at WebMasters but publishers still have confidential access to all the booking and management information they need from their desktop.
"In the past publishers who have had difficulty generating and sustaining profitable revenue will now be able to do so. This model has proved highly successful in 18 markets so far and we're looking forward to making it work for advertisers and publishers in New Zealand."