MEDIA-I: Web advertising network morphs into Mezzo

HONG KONG: Internet advertising network 24/7 Media Asia has expanded into offline media with its transformation into a marketing solutions company called Mezzo Marketing. The move, which gives the rebranded and restructured organisation a more holistic mission in the marketing communications world, comes amid the continuing online advertising slump. Mezzo, a part of the Chinadotcom group, brings to marketers in Asia-Pacific a range of new offerings, including integrated media, direct marketing, database management, email and technology solutions as well as online advertising solutions. The makeover has also sparked a change in the company's corporate philosophy - from focusing almost exclusively on the internet medium to becoming a marketing solutions provider. Mezzo chief operating officer, Stuart Spiteri, said: "In the past, we were too fixated on the online medium. We had great tools to measure the effectiveness of online campaigns; how to drive traffic to a website, finding out the types of people going there and how there were interacting with that site. "But it didn't go far enough. Return on investment is what it's all about now. It's important to find the people and get them to transact. Before it was a case of 'look at what I've got'. Now it's 'look at what I've done'," he added. Regional marketing director, Helen Lee, added: "How much is spent in terms of time and money is more important than the number of clicks and unique visitors." Mezzo's main thrust will be in the field of CRM with the use of its direct marketing and database management systems. It will also advise on where ads should be placed.

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