Interactive agency is ‘first’ to offer new online technology

A Dubai-based interactive agency is claiming to be the first in the region to offer advertisers a more effective way of measuring their web-based campaigns.

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By  Tim Addington Published  March 5, 2006

A Dubai-based interactive agency is claiming to be the first in the region to offer advertisers a more effective way of measuring their web-based campaigns. Igency says it has licensed technology that will enable media planners and marketing managers across the region to record any online user activity that has been triggered by an advertisement. Duri Al Ajrami, managing director at Igency, said: “It closes the circle between marketing and sales. “With this tool, online advertisers in the Middle East region will be able to measure very accurately and on a real-time basis the effectiveness of their e-marketing campaigns, thus measuring their return on investment as soon as the campaign ends.” Other than measuring actual sales figures, the new product will record any activity that results from a person’s interaction with an online ad, including ordering brochures, sending an e-mail or if the page is stored in the user’s favourites list. The technology also records online sales if the user looks at an online advertisement but decides to place an order at another time. “What we are doing now is going beyond the regular impressions and click reporting and giving advertisers more detailed information about their campaigns,” Al Ajrami said. Igency is using the Spotlight Tag system from US-based firm DoubleClick, which develops online reporting systems. They hope it will help convince hesitant online marketers to use the internet. The e-marketing agency was started in July last year and its clients include Air Arabia, Sheraton and Tejari. It is currently using the system for an ad campaign by Saudi British Bank.

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