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WorldLink to Take DRTV Companies Online Through iLink

WorldLink, a direct response television media placement company, later this month will begin managing online ad campaigns for DRTV advertisers through its new subsidiary, iLink.

iLink will place banner ads, buttons, tiles, Webcast ads and streaming media for direct response television companies on Web sites of television stations that the company represents. iLink is working with Internet Broadcasting Systems Inc., a network of 45 TV stations' Web sites, for media placement purposes. WorldLink is looking to leverage some of its existing television station partners' affiliate sites, including Fox Sports, Young Broadcasting and ComCast.

“We launched iLink to give DRTV companies the opportunity to promote their products across a variety of channels,” said Toni Knight, president of WorldLink, Los Angeles.

iLink ran beta tests with two undisclosed DRTV companies in early January, consisting of banner advertising, streaming video ads, tiles and buttons. American Telecast Corp., West Chester, PA, a direct response ad agency, represented the DRTV companies.

“We want to test all content waters, so we can evaluate what will work best for our DRTV clients,” Knight said.

iLink has signed on seven DRTV companies, including Cesari Response Television, Information USA, New West Products, Inc. and Body By Jake Enterprises.

“We already have a relationship with WorldLink and decided to go online with iLink because of the company's established relationships with over 30 TV stations' Web sites,” said Susan Chones, media buyer at Information USA, Kensington, MD. She said that the company advertises on its own Web site, lesko.com, which she claimed has proven successful.

iLink has signed on AdForce Inc. for all ad serving technology and consumer tracking services. The company is in the process of evaluating potential Webcast and streaming video content partners, Knight said, adding that it is too early to specify. iLink is looking to partner with at least two content providers in each medium. She said that the company is looking to offer these services in an attempt to go beyond selling media time and serve as a “one-stop-shop.”

iLink's revenue model varies depending upon the type of ad and Web site it is working with, Knight said, declining to specify.

Knight, who previously sold direct response media at Fox Sports, started WorldLink in March 1997.

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