I-traffic Picks Up NetGrocer

I-traffic, a new media planning and buying agency, has landed an “e-commerce” assignment from NetGrocer, an online shopping Web site backed by CUC International.
The business, which was won after a review that included several undisclosed new media and advertising agencies, calls for i-traffic in New York to manage online sales programs for the client. Specifically, the agency will be responsible for placing ad banners with a built-in retail component on third-party sites. The banners will typically allow consumers to buy goods through the ad without leaving the banner’s host Web page.
NetGrocer in New York has deals with sites such as search engine Excite, which will feature a NetGrocer retail banner. The success or failure of the assignment will be measured in sales, as opposed to the more usual method of banner hits. The goal of the assignment, said Jeffrey Steinberg, vice president of marketing at NetGrocer, is to learn “what’s driving people to buy” online. I-traffic has handled similar programs for clients Disney and CDNow, an online music retailer.
NetGrocer will compete against other online grocery delivery services such as Peapod, which is partially owned by WPP Group.
As a result of the win, i-traffic also plans to create an informal, internal unit dedicated to online sales deals. It will be headed by Arielle Dorros, group head on the CDNow account.
Clients are increasingly asking new media agencies to manage their online sales projects. “Big e-commerce deals are getting lots of headlines,” said Scott Heiferman, chief executive at i-traffic. “We’ve had to reorganize to serve that trend.”
Large companies such as British Airways and American Express have long featured e-commerce components on their Web sites. Both firms are clients of Agency.com, a member of Omnicom’s Communicade unit.