i-traffic inc. in New York City said it was selected to handle all U.S. online advertising, alliances and customer acquisition for BOL, the planned global online bookselling venture of Bertelsmann Online, a unit of Germany’s Bertelsmann AG.
i-traffic said it will maximize remote placements for BOL across the Internet via storefronts and merchandising channels. Billings were not disclosed.
i-traffic will manage all online media planning and buying, creative services, test design, stewardship, on-going data analysis and reporting for BOL as well as offer the support and advisory services of its Strategic Alliance Services group, which specializes in the acquisition of large-scale partnerships.
“Bertelsmann AG is uniquely qualified to become a major player in the online bookselling arena,” said Peter Meluso, i-traffic’s chief service officer. “i-traffic is geared for the challenges of securing real estate and pioneering new distribution channels in the most competitive e-commerce category on the Internet–it’s not about who is first, it’s about who is smartest.”
“With its expertise and strong relationships in the U.S. Internet arena, i-traffic was a clear choice to partner with us to support our online awareness and traffic-generation building efforts in the states,” said Seth Radwell, BOL U.S. manager.
Bertelsmann AG operates more than 300 companies in book, magazine, newspaper and audio publishing and distribution; recorded music and video entertainment; radio; television; new media; printing and; manufacturing.”
i-traffic clients include Beyond.com, Buena Vista Internet Group (Disney, ESPN store) CDnow, ConsumerInfo.com, Eddie Bauer, Internet Shopping Network, Memberworks, and NetGrocer.