DoubleClick hits on channel strategy

DoubleClick hits on channel strategy

DoubleClick will be using resellers for the first time in Australia after unveiling a new strategy which involves employing partners to push its online advertising software.

Last week the company announced plans to sign up resellers under four key programs: marketing, solutions, alliance and technology.

So far it has signed up Permission Communications, Beyond Interactive, Mindshare, NETX and OneMedia to resell its e-mail marketing, ad serving and management software.

It might not be the first time Double Click has used partners in the region, with existing resellers in Japan and Korea, but the move marks a fundamental change in the company's future direction, according to Scott Knoll, managing director of DoubleClick Asia-Pacific.

"We're purely a technology and data company now. We wanted to make a more formal program and focus the resources on the partners that we have," Knoll said.

Certified resellers will have to meet certain revenue and competence commitments, to which DoubleClick will return training, marketing funds and sales tools (through a secure intranet) to its partners.

DoubleClick has identified eight areas for resellers to add value to its software, including media planning, targeted campaign education, analysis, e-mail marketing, customisation and add-ons.

The new program will be rolled out by former local manager Ralf Hirt, who has been promoted to regional business development director. Hirt is based in Hong Kong.

DoubleClick finished last quarter with revenues of $US76 million from the company's DART software, which includes DART for Publishers, DART for Advertisers, DART Enterprise and DARTmail.

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