DoubleClick wins Loot.com banner display ads operation

Online sales network DoubleClick has won the contract to handle banner display advertising on leading classified ad Website, Loot.com.

The site handles 150,000 classified ads per day, and attracts 9 million page views a month. But despite claims from the site’s owners that Loot.com users represent a ready-made “ready-to-buy” audience for advertisers, the site has been slow to exploit its banner ad potential.

According to Loot.com commercial director Debra McLeod: “Whilst Loot.com’s business model centres around classified ads, it is only in the past 12 months that we have capitalised on selling banner ads.”

She says the DoubleClick appointment will “enable Loot.com to maximise its online ad sales revenues while leaving its internal resources free to concentrate on building the site’s content.”

DoubleClick UK managing director Andy Mitchell says he expects to help build additional revenues on the site for Loot and “assist it in delivering a more targeted audience to advertisers.”

Meanwhile, rival sales network 24/7 Europe has been appointed to handle Microsoft Network’s Nordic portal sites and Hotmail services in the Scandinavian region. The “exclusive partnership” deal will see 24/7 handle 60 million impressions a month of inventory.

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