hands ad role to DoubleClick has appointed digital advertising agency DoubleClick to handle its search and online display campaigns in Europe following a competitive pitch lasting four months.

DoubleClick will be responsible for all the Expedia-owned brand’s paid-for search marketing across search engines, plus serve display advertising elsewhere on the internet and through its affiliate programme.

The DoubleClick systems used for the contract will be its DART for Advertisers and DART Search packages.

Director of Marketing at in Europe, Middle East and Africa, Patrik Oqvist, said: “Our aim is to consistently be at the forefront of online marketing and we chose DoubleClick not only for its technology but for its total offering.

“As a worldwide company with a good knowledge of systems for both banner and search, DoubleClick enables us to optimise efficiency on our pan-European marketing campaigns.”

The appointment of DoubleClick as an agency comes at what many leading figures believe is a critical time for the online travel industry as it shifts more money into internet advertising.

A number of key commentators have also suggested recently that highly targeted but mixed campaigns – covering search, display and affiliates – are now needed to ensure brand and call-to-action advertising messages are heard by consumers.

Product director for DART Search at DoubleClick, Jonty Kelt, added: ““We were able to offer a technology package to suit its multichannel requirements as well as support and resources from our teams in UK, Ireland, Germany, France, Spain and Italy.”

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