Dutch eye UK cyber market

Dutch online media planning agency AdValue has begun a push to establish itself as a major player in the UK.

Jonathan Moore, UK managing director of AdValue, insists the company’s strong growth in the Benelux market shows it can establish a leading role as an online media planning and buying agency in the UK, alongside the dedicated online buying shops of traditional agencies, and other recent independent start-ups, such as i-level.

The company handles accounts including IT company Lucent Technologies, distribution company TNT, insurance company FBTO, and telecom group Dutch Tone.

“AdValue has quickly established itself in Benelux as a leader in the industry,” says Moore. “We’ve established offices in New York, and our next step is in the UK where the market for online advertising is exploding.”

The company claims its proprietary evaluation package, AdAnalyse, allows it to track in realtime the response to campaigns against a wide range of criteria beyond simple click-through rates on banner ads. This may reveal quite different rates of sales, customer acquisition, or request for product trials resulting from banner ads placed on different Websites, says Moore.

“Our aim is to provide a cost per objective measure, rather than a cost per click,” he says.

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