Letter to the editor: Moneycab unrealistically estimates online advertising market
Moneycab's unrealistic assessment of the online advertising market WW 01/02: "More opportunities on the Goldbach "I would like to comment as follows on Markus Gisler's remarks concerning online advertising sales on Moneycab:More than 30 jobs were lost in the online advertising market.
Moneycab unrealistically estimates online advertising market WW 01/02: "More opportunities at Goldbach".
I would like to comment as follows on Markus Gisler's remarks regarding online advertising sales on Moneycab:
To protect more than 30 jobs at Moneycab, Adlink terminated the marketing contract with the financial platform early. The transfer of the marketing rights to Active Agent was a condition for the takeover of Moneycab by Goldbach Media. It is therefore regrettable that Adlink is portrayed in the above-mentioned article by Markus Gisler as a technical company that "didn't really sell" Moneycab.
With a reported utilization of 70 to 80 percent of the advertising inventory on Moneycab, Adlink has sold the platform excellently in a difficult market. The reason for Markus Gisler's disappointment with the advertising revenues generated is probably more to be found in an unrealistic market assessment. Markus Gisler expects Moneycab to finance 30 to 40 percent of its operating budget of 10 million Swiss francs through online advertising. That is 4 million net and about 6.6 million francs gross. The total online advertising expenditure in Switzerland for the current year is estimated at around 25 million francs. Thus, Moneycab expects about 26 percent of the total online advertising expenditure in Switzerland and this, nota bene, at one million page impressions per month. This expectation is difficult to understand, since Moneycab does not even appear among the top 20 sites in Switzerland in the Nielsen and/or MMXI ratings.
Such statements are therefore not conducive to online advertising, can only be made in complete ignorance of the online advertising market and probably also explain the exit of the previous investors.
Martin Radelfinger
Managing Director
Adlink Internet Media AG
I would like to comment as follows on Markus Gisler's remarks regarding online advertising sales on Moneycab:
To protect more than 30 jobs at Moneycab, Adlink terminated the marketing contract with the financial platform early. The transfer of the marketing rights to Active Agent was a condition for the takeover of Moneycab by Goldbach Media. It is therefore regrettable that Adlink is portrayed in the above-mentioned article by Markus Gisler as a technical company that "didn't really sell" Moneycab.
With a reported utilization of 70 to 80 percent of the advertising inventory on Moneycab, Adlink has sold the platform excellently in a difficult market. The reason for Markus Gisler's disappointment with the advertising revenues generated is probably more to be found in an unrealistic market assessment. Markus Gisler expects Moneycab to finance 30 to 40 percent of its operating budget of 10 million Swiss francs through online advertising. That is 4 million net and about 6.6 million francs gross. The total online advertising expenditure in Switzerland for the current year is estimated at around 25 million francs. Thus, Moneycab expects about 26 percent of the total online advertising expenditure in Switzerland and this, nota bene, at one million page impressions per month. This expectation is difficult to understand, since Moneycab does not even appear among the top 20 sites in Switzerland in the Nielsen and/or MMXI ratings.
Such statements are therefore not conducive to online advertising, can only be made in complete ignorance of the online advertising market and probably also explain the exit of the previous investors.
Martin Radelfinger
Managing Director
Adlink Internet Media AG
