• by Amy Corr , Staff Writer @MediaPostOTL, June 13, 2002

Founded in 1997 by John Bohan and Mark Roah, L90 is a rep firm that currently represents 500 websites and claims 7 billion monthly impressions. L90 says it reaches half of all users on the Net each month through its network of websites, which includes SI for Kids, PBS Online, and Aerosmith.com.

Since the beginning of this year, L90 has inked a number of agreements with both online and brick-and-mortar companies. In January L90 partnered with wireless company Zondigo. February brought a marketing campaign with Lucky Brand jeans to drive sales and build an opt-in database of interested consumers. March saw marketing deals unfold with Lego, Ikea, and Quaker Oats, while in April Ask Jeeves signed a technology agreement to have its ads tracked and served through L90’s proprietary technology, adMonitor. Most recently in May, L90 acquired Novus, a list-management company, which will help further its online as well as offline direct-marketing needs.

L90 offers a variety of ways to help advertisers not only build brand but acquire more consumers, along with opt-in information. Launched in 2000, ProfiTools gives advertisers a broad spectrum of techniques to choose from in terms of whom to target and how. Aside from having the benchmark banner ads, sponsorships, and opt-in emails, ProfiTools also offers clients coregistration (a way to acquire consumer information when consumers register on a website), microsites (the creation of mini-websites offering a specific audience promotional giveaways to build brand, increase traffic, and obtain new customers), and PowerOffers (customized pop-up ads targeting already registered users through their opt-in data). All of L90’s ProfiTools are powered by adMonitor. Hosted centrally, adMonitor serves and tracks ads, collects and analyzes data, and offers real-time reports, updates, and scheduling.

Eighteen months ago, L90 launched a low-cost network named Zonfire, which alone serves over 3 billion impressions monthly. Zonfire reps smaller, lesser-known websites via nonexclusive deals, while L90 concentrates specifically on branded websites.

According to L90 President and CEO John Bohan, the combination of all these products has L90 headed down the path of continued growth and success. “L90 provides the mass reach, the brands, and the tools to deliver targeted consumers to advertisers on the Internet.