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Interactive Avenues, Efficient Frontier in strategic search marketing pact

10-January-2009
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Interactive Avenues, Efficient Frontier in strategic search marketing pact

Interactive Avenues Marketing Solutions Pvt Ltd and Efficient Frontier, which provides search engine marketing technology and services to the world’s largest advertisers and agencies, have announced an exclusive partnership. Through this tie-up, Interactive Avenues will now get exclusive use of technology to help clients maximise return on their marketing spends, while Efficient Frontiers would get access to the strong client base of Interactive Avenues in India. The tie-up is based on a revenue sharing model.

Commenting on the tie-up, Amardeep Singh, Co-Founder and Vice President - Business Development, Interactive Avenues, said, “World over, search engine marketing continues to be a highly productive direct marketing channel for advertisers. Our partnership with Efficient Frontier will help Interactive Avenues deliver more value to our clients by providing improved return on investment and campaign efficiency based on advanced algorithms as well as a highly scalable platform for automatic bid optimisation allowing us to increase the scale of our search campaigns.”

The Indian search engine marketing industry is anticipated to grow more than 50 per cent in 2009 according to a report by IAMAI and IMRB’s eTechnology group.

Interactive Avenues will continue to focus on providing advanced search engine marketing solutions to India’s biggest and most sophisticated advertisers.

Anand Ranganathan, Co-Founder of Efficient Frontier, said, “We are excited about entering into a partnership with Interactive Avenues. Aligning with a market leader in India will provide us an opportunity to broaden and deepen our reach in one of the world’s fastest growing and most exciting online search markets.”

Headquartered in the US, Efficient Frontier has offices in Bangalore and Chennai in India. The company maximises ROI for search advertisers with complex search campaigns by processing factors that include historical performance, bid

landscape, competitive performance and changes in the search engine quality scores. The optimisation system compares all possible allocations of search marketing budgets across the entire keyword portfolio in order to find the bidding strategy that will yield the highest possible return on ad spend and automatically executes the bids accordingly.

Launched in April 2006, Interactive Avenues is the largest digital marketing company in India, specialising in online and mobile marketing strategy, communication design, campaign planning, search engine marketing, search engine optimisation. Some of Interactive Avenues’ clients in India include the ICICI Group (including ICICI Bank, ICICI Prudential Life Insurance, ICICI Home Finance Company, ICICI Direct, and ICICI Lombard), Colgate Palmolive, Travelocity, Futurebazaar, Dell, Intel, Indiatoday Group, NIIT, Sulekha, AOL and ESPN.

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