The new domain .agency could be a useful tool for advertising agencies

This month, hundreds of new domain names came out into the market for the first time. After years of discussion and petitions from The Internet Corporation for Assigned Names and Numbers opened the door to infinite possibilities. Brands and companies are wondering if it is a good strategy to purchase them. Aside from jokes such as .ninja, there are several domains which could be very convenient: .technology and .agency are two. This innovation will bring obvious benefits for the search of rankings, branding efforts, and more accuracy and convenience in each category.Big advertising agencies have not began to join the buyers, but, according to Mason Col, Communications VP at Donuts Inc., one of the sellers of .agency, there are already 20,178 registers of this type of domain. “It is open for all types of agencies, whether talent, advertising or car rental”, he added. For Andrew Delamarter, director of Search and Inbound Marketing at Huge, the main advantage of .agency is that it provides better opportunities to achieve a good, short and memorable domain name.Mark Ervin, Chief Brand Officer at Big Communications, believes the best strategy would be to wait. “Until we don’t see a lot of brands using this type of domain, I wouldn’t bet fully on a .agency domain. But I wouldn’t leave my business’ name waiting for it to be available when it is a more established trend”.