Ströer Out-of-Home Media AG: Ströer and United Internet Media form strategic media partnership
Sep 26, 2011 4:37 PM
Ströer Out-of-Home Media AG / Key word(s): Alliance
- 'Crossmedia enabled by Publishers': Effective, target-group-specific out-of-home advertising joins forces with wide-reach, target-group-specific online advertising
'Demand&Activation': Optimized integrated out-of-home/online media solutions
This multi-faceted way in which the two media types complement each other's effects is what Ströer and United Internet Media are aiming to consistently harness in the design of their integrated Demand&Activation crossmedia solutions. The two companies will be focusing on the type of concept-related and creative interconnection of campaigns already practiced by many agencies and advertisers and implemented in a range of successful examples. Additionally, they will work on optimizing their approaches to booking in crossmedia. Using crossmedia approaches to address congruent target groups, which can be specified and targeted precisely by means of microgeographic data in real and digital spaces, can extend out-of-home advertising contact into the online arena and thus efficiently strengthen its desired impact as advertising (multiplying effects). Further, sets of images seen in out-of-home settings ('demand') can be transferred online into concrete demand-related actions ('activation'). Bringing these two media types together allows advertisers to pursue all their communication aims in both media throughout the process of a consumer's making a decision to buy.
In keeping with the 'Crossmedia enabled by Publishers' guiding idea, the strategy intends to provide agencies and advertisers with these optimized crossmedia booking approaches ready to use and easily and quickly implementable for their planning. This will empower advertisers to plan and manage their campaigns effectively and efficiently at the interface of online and out-of-home media.
'The planned strategic partnership is our response to the increasing fragmentation of media, which demands a target-group-oriented crossmedia solution. This new approach to planning is intended to give advertising companies and media agencies, the opportunity to focus and maximize their campaigns' impact', says Christian von den Brincken, director of marketing and strategy at Ströer. 'In United Internet Media, we now have an experienced expert in online targeting on board - the perfect partner for crossmedia cooperation'.
Matthias Ehrlich, member of the Management Board at United Internet Media, explains: 'Crossmedia campaigns are an essential part of effective brand management today. As innovation leader in online-crossmedia combinations which can be planned and booked within an integrated system, we believe in the characteristic strengths of each media genre and are focusing on harnessing the benefits of each specific advertising medium and combining them in a way which will produce synergy effects. Our aim is to provide the best possible support to agencies and advertisers in the planning and implementation of their crossmedia campaigns by supplying product approaches on the basis of consolidated media use data - 'Crossmedia enabled by Publishers'. For us, Ströer is not only the most innovative out-of-home marketer who will support our online-crossmedia combination formats, but also a partner who shares our publisher-based, quality-focused approach to developing high-performance, target-group-specific media solutions.'
For more information on the Company, please visit www.stroeer.com.
United Internet Media - The fine Arts of digital Media
United Internet Media AG
Ströer Out-of-Home Media AG
Director Group Finance and Investor Relations
Ströer Allee 1 | D-50999 Cologne, Germany
Phone: +49 (0)2236 / 96 45-338
Fax: +49 (0)2236 / 96 45-6338
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|Company:||Ströer Out-of-Home Media AG|
|Ströer Allee 1|
|Phone:||+49 (0)2236.96 45 0|
|Fax:||+49 (0)2236.96 45 299|
|Listed:||Regulierter Markt in Frankfurt (Prime Standard); Freiverkehr in Berlin, Düsseldorf, Hamburg, München, Stuttgart|
|End of News||DGAP News-Service|