Launching initially in key markets China, India, Singapore and Australia, Zed Digital is expected to boast several search professionals in each market, with the new unit setting its sights on having at least 20 specialised support staff by year’s end.
The rollout will coincide with the launch of Click2-Sales, a proprietary search tool from its France-based sister company Pole Nord. Frederic Joseph, Zed Digital chief executive officer for Europe, Middle East, Africa and Asia-Pacific said: “Our plan is to make search consistent across our network and dedicate resources to it. Already, search represents about 40 to 50 per cent of digital billings in the US and Europe; in Asia, it’s about 20 to 25 per cent and growing quickly. We need to dedicate people to it because it’s a different skill set from traditional display ads.”
According to Joseph, Click2Sales will allow clients to customise their solutions and will provide for real time panelling through a host of integrated access points. The tool will be maintained by research staff in France along with an Asia-Pacific team of tech support.
“Having the research and development people will allow us to customise and customise quickly, which is crucial. We want to be able to get the simple things right - display, search and metrics and a regional and local level.”