Interactive Avenues ties up with Efficient Frontier for search marketing

By afaqs! news bureau , afaqs!, New Delhi | In Digital | January 07, 2009
The US based Efficient Frontier will help the interactive agency in delivering its clients' search marketing campaigns more efficiently


Avenues, a leading digital marketing agency, has tied up with the US based Efficient Frontier, a search engine marketing (SEM) solutions provider.

Speaking to afaqs!, Shantanu Sirohi, vice-president, strategy and planning, Interactive Avenues, says, "It is an exclusive tieup under which Interactive Avenues will utilise Efficient Frontier's technology to help its clients maximise returns on their search marketing spend, while Efficient Frontier will get access to Interactive Avenues' strong client base in India."

In an official communiqué, Anand Ranganathan, co-founder, Efficient Frontier, says, "We are excited to enter into a partnership with Interactive Avenues. The tieup 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."

Interactive Avenues started its operations in 2006. Some of its clients, which use search marketing, include the ICICI Group, Colgate Palmolive,, Future Bazaar, Dell, Intel, the India Today Group, NIIT,, AOL and ESPN. The agency has a dedicated team of 25 professionals to manage SEM campaigns for its clients.

Efficient Frontier already has a presence in India as it runs its back office operations from Bengaluru and Chennai. Globally, it manages annual search spends of more than $750 million for around 200 leading advertisers in 20 countries. Apart from the US and India, it is also present in countries such as the UK, France, Germany and Hong Kong.

According to a report released by the Internet and Mobile Association of India (IAMAI) and the IMRB, the size of the search engine marketing industry in India is still small and the total spend on search marketing stood at US$112.5 million in 2007-08. It is expected to reach US$175 million in 2008-09. The total spend on search marketing in 2009-10 is expected to reach US$225 million.

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