Naviant to Sell to Ad Agencies

With hopes of banking on ad agencies’ increasing role in their clients’ purchasing and use of online marketing tools, marketing technology company Naviant Wednesday announced that it has established a sales team dedicated to the agency channel.

The company is wagering that advertising agencies will become a viable distribution channel for their products, which rely on database profiles and demographic data to help companies identify, target and launch direct email marketing and advertising to potential customers.

Naviant’s suite of products will be marketed to agencies as an all-in-one solution for their clients’ audience-targeting needs.

Naviant’s product offerings are based on the company’s database of more than 24 million active online U.S. households, with demographic, lifestyle and buying profile information. This database, Naviant says, will allow ad agencies’ clients to communicate with customers on a very precise level, via banner advertising, direct mail and email.

“Naviant aims to be part of the agency landscape in the future,” said Tom Carroll, vice president of the company’s new agency sales unit.

“We recognize the intrinsic value of agencies and see their role expanding in the e-commerce space. We plan to play a significant role in helping these agencies and their clients capitalize on the unique marketing communications opportunities afforded through the Internet.”