Not cool at all
Internet Advertising: Two advertising agencies are each launching a youth pool—under the same name. This is causing some tension.
Web2com, an online advertising company and subsidiary of PubliGroupe, with
launched its own youth platform. It includes websites that
are particularly popular among teenagers: 20 Minuten, Radio
105, ProSieben Sat 1, Cineman, and the party website Tillate. Through this
Pool allows advertisers to reach their target audience with just one booking
reach 14- to 29-year-olds. For over two months, the
The organizers are busy with the preliminary work.
And, of all times—in early March—the company, which is part of the Goldbach Media Group,
Adlink, a marketing agency affiliated with the company, has its own youth pool. Not only the
Not only is the name "Jugendpool" the same, but so are three of the five websites (20
Minuten, Cineman, and, since March 21, Tillate as well) «One could
»I think Adlink is trying to pull a fast one on us," says the managing
Director Ueli Weber, who makes no secret of his displeasure over this,
that the competitor apparently did not react until after it had been informed by the
I learned about Web2com's launch plans. Between the two
The atmosphere at the company is therefore tense, especially since, according to reports,
Web2com representatives accused the Adlink team of having
approached its exclusive clients, and conversely, Adlink claims that its
A competitor allegedly used commission dumping to lure customers to its own
Page loaded.
Ultimately, the dispute boils down to the question of who gets first access to the youth pool
launched. «We’ve had similar products in our
»Market," says Martin Radelfinger, Managing Director of Adlink, and
objects to the suggestion that they only jumped on the bandwagon at the last minute
jumped in. Companies will, in one way or another,
We'll have to figure out the details. «Maybe there will be a youth pool then—Adlink”
»and a youth pool called Web2com," says Radelfinger.
René Worni
