New alliances of online advertisers
Marketers and pay-for-surf providers search for and find each other and also become active on the Swiss market
Marketers and pay-for-surf providers seek and find each other and also become active on the Swiss marketBy Clemens HörlerThe three most important pay-for-surf providers in German-speaking countries have tied up with a professional online marketer. Thanks to the new alliances, they can offer their advertising customers good targeting options. In Switzerland, however, only with a very small reach.
In November, AdLink Internet Media GmbH announced that it would be offering the
pay-for-surf provider FairAd GmbH (www.fairad.de), Munich. Shortly before this, Real Media and AllAdvantage.com also joined forces for a Europe-wide cooperation. AdMaster has been exclusively marketing the "Cash-Machine" of Munich-based CyberProfit AG (www.cashmachine.de) since May.
Thematic and temporal targeting
For marketers, these strategic partnerships with the aforementioned providers mean a welcome expansion of their portfolio and the opportunity to offer their customers fairly precise targeting, both in terms of user interest and desired timing.
In fact, pay-for-surf providers know their customers pretty well after a certain period of time. This is because they leave precise information when they register and also consent to being monitored as they surf the Internet and to the information collected being passed on to advertisers in anonymous profile groups.
In return, users who download the software from the providers in question receive a certain amount of money for the advertising that is displayed in their advertising window, which is installed above or below the Internet browser. Some providers, such as FairAd or CyberProfit, also offer advertisers the option of playing full-screen commercials.
Still few users in Switzerland
Real Media already markets the services of the global company AllAdvantage.com in eleven European countries, including Switzerland. However, the number of members here is still very low compared to the USA or Germany. This is mainly due to the fact that, depending on the provider, until recently or still today you had to have an account abroad if you wanted to collect the reward for viewing advertising.
"The number of members is increasing, but more important to us is the precise targeting that is now possible with AllAdvantage.com," says Alex Schatt from Real Media Switzerland. Real Media and AllAdvantage.com hope that their so-called ViewBar in German will also lead to a rapid increase in members in Switzerland.
While CyberProfit is not yet planning to enter the Swiss market, FairAd already has 10,000 members in Austria and Switzerland, according to media spokeswoman Johanna Stengel, but hopes to expand soon. AdLink Switzerland could then also be affected by the cooperation. Alexander Gaigl, Managing Director of FairAd: "With AdLink, we have found a partner that has the potential for successful marketing not only in Germany."
Working with a marketing network allows FairAd, CyberProfit and AllAdvantage.com to focus on conducting market research, developing new forms of marketing and expanding their offering to users.
A consolidated market is also attractive for advertisers
For a long time now, these companies have no longer seen their advertising windows as banner windows, but as mini-browsers designed to offer members additional benefits, such as the latest headlines. Cyberprofit's "cash machine" also offers users the opportunity to send text messages or emails without having to access a specific website.
Until recently, pay-for-surf companies were viewed with suspicion. Many providers in Germany have also gone out of business again. The market has consolidated and the advertising industry is obviously now also willing to work with the remaining companies, all the more so as they have now been able to build up considerable customer bases of several hundred thousand people.
In November, AdLink Internet Media GmbH announced that it would be offering the
pay-for-surf provider FairAd GmbH (www.fairad.de), Munich. Shortly before this, Real Media and AllAdvantage.com also joined forces for a Europe-wide cooperation. AdMaster has been exclusively marketing the "Cash-Machine" of Munich-based CyberProfit AG (www.cashmachine.de) since May.
Thematic and temporal targeting
For marketers, these strategic partnerships with the aforementioned providers mean a welcome expansion of their portfolio and the opportunity to offer their customers fairly precise targeting, both in terms of user interest and desired timing.
In fact, pay-for-surf providers know their customers pretty well after a certain period of time. This is because they leave precise information when they register and also consent to being monitored as they surf the Internet and to the information collected being passed on to advertisers in anonymous profile groups.
In return, users who download the software from the providers in question receive a certain amount of money for the advertising that is displayed in their advertising window, which is installed above or below the Internet browser. Some providers, such as FairAd or CyberProfit, also offer advertisers the option of playing full-screen commercials.
Still few users in Switzerland
Real Media already markets the services of the global company AllAdvantage.com in eleven European countries, including Switzerland. However, the number of members here is still very low compared to the USA or Germany. This is mainly due to the fact that, depending on the provider, until recently or still today you had to have an account abroad if you wanted to collect the reward for viewing advertising.
"The number of members is increasing, but more important to us is the precise targeting that is now possible with AllAdvantage.com," says Alex Schatt from Real Media Switzerland. Real Media and AllAdvantage.com hope that their so-called ViewBar in German will also lead to a rapid increase in members in Switzerland.
While CyberProfit is not yet planning to enter the Swiss market, FairAd already has 10,000 members in Austria and Switzerland, according to media spokeswoman Johanna Stengel, but hopes to expand soon. AdLink Switzerland could then also be affected by the cooperation. Alexander Gaigl, Managing Director of FairAd: "With AdLink, we have found a partner that has the potential for successful marketing not only in Germany."
Working with a marketing network allows FairAd, CyberProfit and AllAdvantage.com to focus on conducting market research, developing new forms of marketing and expanding their offering to users.
A consolidated market is also attractive for advertisers
For a long time now, these companies have no longer seen their advertising windows as banner windows, but as mini-browsers designed to offer members additional benefits, such as the latest headlines. Cyberprofit's "cash machine" also offers users the opportunity to send text messages or emails without having to access a specific website.
Until recently, pay-for-surf companies were viewed with suspicion. Many providers in Germany have also gone out of business again. The market has consolidated and the advertising industry is obviously now also willing to work with the remaining companies, all the more so as they have now been able to build up considerable customer bases of several hundred thousand people.
