It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
Adlux this morning announced that its search network will be used to power Coles' flybuys Toolbar for Web browsers.
Results for searches in the flybuys Toolbar were previously powered by Yahoo!7 under a deal announced in late 2012.
In September last year Yahoo!7, a 50:50 joint venture between Yahoo! and Seven West Media, announced it would ditch its search marketing business.
Users who install the toolbar earn one point for every two searches they conduct using it. The toolbar itself was created by Rakuten Loyalty.
"Whilst this is great news for Coles, the real winners in this deal are Adlux's existing clients," Adlux's CEO Nicholas Stavropoulos said in a statement.
"We are playing in a rapidly evolving market and digital advertising in Australia is extremely buoyant," Stavropoulos said. "Brands such as Coles recognise its importance and we’re only going to continue heading in that direction."