Joint marketing venture launched under the name AdAudience
At a joint press conference today, the marketing houses G+J Electronic Media Sales (EMS), IP Deutschland, SevenOne Media and TOMORROW FOCUS announced the foundation of AdAudience GmbH. On the 22nd January 2010, the joint venture of the four marketers was approved by the EU Commission. The four companies are equal shareholders in the GmbH based in Düsseldorf. Frank Herold, previously sales director in the interactive department of IP Deutschland, will be the managing director of AdAudience. In the coming months, he will build a powerful marketing team.
From now on, the four companies involved in AdAudience will market part of their inventory through the new company. By combining the coverages, AdAudience can demonstrate a net coverage of around 75 percent of German online users from the start. Alongside the quantitative aspect lies the qualitative advantage of AdAudience's site, when compared to conventional advertising products, in the new, more refined target group approach using targeting. To this end, AdAudience will develop defined target group packages. Firstly, three product variants have been planned: in addition to so-called Top Target Groups, which are determined by their market relevance, there will be choice combinations from three demographic criteria as a package as well as customized deals.
To begin with, the setting-up of Rectangles, Skyscrapers and Superbanners has been planned - the latter two also in the expanded version. From then on, AdAudience will also develop and market new, exclusive advertising formats. Products offered by AdAudience are aimed at advertisers and agencies in the German-speaking area and will be distributed throughout the German and Austrian market. The necessary data protection relating to the products will be guaranteed through close cooperation with the competent authorities as well as through a data protection service commissioned by AdAudience.
To begin with, Wunderloop is expected to act as technical service provider for AdAudience and will, thereby, also be responsible for the necessary profiling as well as for the inventory query of the four shareholders and the ultimate delivery of the advertising media.
Frank Herold, Managing director of AdAudience: "Thanks to AdAudience, advertisers and agencies can now book wide coverage in peak target group segments and quality environments from a single source. By means of comprehensive marketer aggregation, the targeting probability for addressing defined target groups and, thereby, the planning certainty are increased."