Hamburg, 24 January 2010 –
At a joint press conference today, marketing companies G+J Electronic Media Sales (EMS), IP Deutschland, SevenOne Media and TOMORROW FOCUS announced the founding of AdAudience GmbH. The EU Commission approved the four marketers' joint venture on January 22. All four hold equal parts of the new company, based in Düsseldorf. Frank Herold, hitherto Director Sales at IP Deutschland's Interactive operation, will become AdAudience's Managing Director. He will be building up a high-impact marketing team over the next few months.
Each of AdAudience's four owner companies will be marketing a portion of its inventory through the new company. By pooling reaches, AdAudience can boast a net reach of about 75 percent of Germany's online users right from the start. Apart from the quantitative aspect, AdAudience's qualitative advantage over conventional advertising products lies in its sophisticated new targeting approach to specific audiences. AdAudience will be developing specially defined target group packages for this purpose. Three variants are planned at first: in addition to what are known as top target groups, determined by market relevance, clients can choose their own combinations among three demographic criteria as a package, as well as customized arrangements.
The company will start by placing rectangles, skyscrapers and super banners – the latter two also in an expanded version. Later on, AdAudience will also be developing and marketing exclusive new advertising formats of its own. AdAudience's product range is directed to advertisers and agencies in German-speaking regions, and will be sold in the German and Austrian market. The requisite data privacy in connection with products will be ensured through close collaboration with the responsible authorities and by AdAudience's own data security officer.
At the start, Wunderloop is expected to act as the technical service provider for AdAudience, and thus will be responsible for the necessary profiling and for inventory surveying among the four owners, as well as the ultimate delivery of advertising material.
Frank Herold, AdAudience Managing Director: "With AdAudience, advertisers and agencies can now book large reaches in top target group segments, and in quality environments, through a single source. Cross-marketer aggregation will also increase the probability of reaching specific target groups, and thus also make planning more reliable."
Press & PR