DGAP-News: Ströer Out-of-Home Media AG: Ströer and United Internet Media form strategic media partnership
(firmenpresse) - DGAP-News: Ströer Out-of-Home Media AG / Key word(s): Alliance
Ströer Out-of-Home Media AG: Ströer and United Internet Media form
strategic media partnership
26.09.2011 / 16:37
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PRESS RELEASE
Ströer and United Internet Media with strategic media cooperation plan
- 'Crossmedia enabled by Publishers': Effective, target-group-specific
out-of-home advertising joins forces with wide-reach,
target-group-specific online advertising
Cologne (dmexco)/Munich, September 22, 2011 New planning reliability for
advertisers and agencies: Ströer Out-of-Home Media AG, one of Europe's
leading out-of-home advertising companies, and United Internet Media AG, a
leading marketer of digital media on the German and European advertising
market and a pioneer in innovative online crossmedia solutions, are
planning to enter into a strategic media partnership. A
target-group-specific combination of the two companies' range of marketing
solutions is to be at the center of the partnership. The plan is for the
crossmedia interconnection of the companies' portfolios to make it possible
for the first time to use out-of-home and online media to appeal to
precisely defined, specific target groups, established on the basis of
consolidated media use data, easily and in such a way as to make planning
an integrated strategy no problem. The new range of crossmedia services
will be the fourth in the context of the 'Crossmedia enabled by Publishers'
series produced by United Internet Media working with leading marketers
from conventional media.
'Demand&Activation': Optimized integrated out-of-home/online media
solutions
Out-of-home advertising has a powerful effect on unconscious, spontaneous
decisions to buy a product. This is due both to the fact that the brain
thinks largely in images and to the positive overall mood people tend to
have when confronted with the messages relayed by out-of-home media. Both
of these factors promote the more enduring memorization of brand images
from out-of-home advertising than of those from other media, an effect
confirmed by recent neuromarketing studies. Online media, on the other
hand, are outstanding at activating and reinforcing implicit preferences,
sharpening and deepening them by means of information the user can enhance
interactively, and transforming them into the impulse to buy without the
user having to encounter another medium to gain such an impulse. On top of
this, both media types are highly suited to regional or local deployment.
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 arenaand 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.'
About Ströer
Ströer Out-of-Home Media AG, together with its subsidiaries, specializes in
all forms of out-of-home advertising media, from traditional posters and
advertising at bus and tram stop shelters and on vehicles, through to
sophisticated digital out-of-home advertising media. The Group
commercializes more than 280,000 advertising faces and, with consolidated
revenue of EUR 531.3m for fiscal year 2010, is the market leader in
Germany, Turkey and Poland and one of Europe's leading out-of-home
advertisers. The Company provides its customers with extensive networks for
national advertising campaigns and has been establishing the world's
largest network of out-of-home moving images with national reach since
December 2010. By the end of 2011, 1,000 high-quality screens at the 200
most highly frequented train stations will be linked up and controlled and
operated centrally from Munich. In addition, Ströer boasts a broad
portfolio of out-of-home products and sets new standards in terms of the
quality, innovation and design of advertising media and street furniture.
Ströer's street furniture has received 27 international awards. The Ströer
Group has approximately 1,700 employees at over 60 locations.
For more information on the Company, please visit www.stroeer.com.
United Internet Media - The fine Arts of digital Media
United Internet Media stands for the consistent linking of the classical
approach with the innovative design possibilities of digital technology.
This has fostered a new level of maturity in online advertising.
The many years of expertise and substantiated knowledge of more than 200
media and marketing specialists, leading technologies such as Target Group
Planning (TGP), innovative products, creative concepts and the bundled
coverage of top portals flow into an innovate set of instruments at United
Internet Media. These are developed into client-specific solutions for the
classic goals and functions of advertising in the digital media worlds.
As the pivotal hub for about 30 million German, more than 240 million
European and more than 600 million Internet users in 60 countries
throughout the world, the media marketing agency of the company's own
online offers for the United Internet AG - WEB.DE, GMX, 1&1, mail.com,
SmartShopping.de and top.de - with its portals and AD Europe partner
portals - provides the global variety of the new media world from one
source (one-stop media shopping).
United Internet Media is the partner of German and international
advertising clients in the segments of media and creative agencies, as well
as the advertising industry (direct clients). The company maintains
locations in Karlsruhe and Munich, as well as branches in Hamburg,
Dusseldorf, Vienna, London and New York.
Ströer Out-of-Home Media AG
Claudia Fasse
Director of Group Communications
Ströer Allee 1
D - 50999 Köln
Phone: +49 (0)2236 / 96 45-246
Fax: +49 (0)2236 / 96 45-6246
Email: cfasse(at)stroeer.de
IR Kontakt:
Stefan Hütwohl
Ströer Out-of-Home Media AG
Director Group Finance and Investor Relations
Ströer Allee 1
D-50999 Köln
Telefon: 02236 / 96 45-338
Fax: 02236 / 96 45-6338
E-Mail: ir(at)stroeer.de
United Internet Media AG
Nadja Elias
Press Officer
Frankfurter Ring 129
D - 80807 München
Phone: +49 (0)89 / 14339-222
Fax: +49 (0)89 / 14339-250
Email: nadja.elias(at)united-internet-media.de
End of Corporate News
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26.09.2011 Dissemination of a Corporate News, transmitted by DGAP - a
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The issuer is solely responsible for the content of this announcement.
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Language: English
Company: Ströer Out-of-Home Media AG
Ströer Allee 1
50999 Köln
Germany
Phone: +49 (0)2236.96 45 0
Fax: +49 (0)2236.96 45 299
E-mail: info(at)stroeer.com
Internet: www.stroeer.de
ISIN: DE0007493991
WKN: 749399
Listed: Regulierter Markt in Frankfurt (Prime Standard);
Freiverkehr in Berlin, Düsseldorf, Hamburg, München,
Stuttgart
End of News DGAP News-Service
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140374 26.09.2011
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Datum: 26.09.2011 - 16:37 Uhr
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