April 16, 2008, 12:00 AM

Q Interactive expands into U.K.

The move will help U.S. marketers reach online consumers in the United Kingdom. U.S.-based Scholastic is the first retailer using the program abroad, Q Interactive says.

Q Interactive, an online marketing services vendor, has expanded its TrueLeads lead generation program to the U.K. adding a London-based staff to support the expansion.

Scholastic Inc., No. 41 in the Internet Retailer Top 500 Guide , is the first U.S. company to take advantage of the U.K. program. Q Interactive says it is in discussions with several other U.S. retailers to use its TrueLeads service to target U.K. consumers. Both U.S. and U.K. businesses can use the new U.K. program

TrueLeads helps online businesses capture information, including contact information, for potential customers through Q Interactive’s network of publisher sites. For example, if a consumer visits Weather.com, which is part of Q’ s network, and downloads a free weather-reporting application, he will be asked a series of demographic and lifestyle questions before receiving the application.

Based on this information, Q Interactive presents the consumer with targeted offers from Q Interactive’s TrueLeads retail customers. The consumer can opt in to receive additional information on products or services from any advertisers he selects.

Q Interactive generates the offers based on targeting models it has developed. U.S. retailers participating in TrueLeads in the U.S. include Overstock.com, No. 25 in the Internet Retailer Top 500 Guide, No. 13 Wal-Mart and Lenscrafters.

“Online lead generation is the most efficient vehicle available to engage interested consumers and gain explicit permission to begin a meaningful relationship,” says Matt Wise, CEO of Q Interactive. “We are excited to share Q Interactive’s 10 years of experience in defining and shaping the growth of online lead generation in the U.S. with the rapidly expanding U.K. market.”

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