While interacting with the OOH advertising industry, we realized that offline ads were not being fully optimized as they were not easily connected to the online stage. We thought that the simplest solution would be to use domain names which were short, attractive, memorable, relevant and ad-friendly to connect to a landing page. This simple method was not being employed because, well, there were no such names readily available in a single suite under a single TLD. So we challenged ourselves to create such a suite. We started collecting names which matched the criteria of being memorable, familiar, contemporary, nostalgic, iconic, suggestive, easy-to-type and overall ad-friendly. We decided to focus on the .Tel domain as the TEL symbol was closely related to communications, and it was a symbol that was recognized around the world. So far we own over 3000 ad-friendly domain names which we lease to agencies on a campaign basis.