The answer launches its own data-based digital range
With Hook Digital, the creative agency Die Antwort is launching its first digital product portfolio. It aims to offer a genuine alternative to traditional programmatic advertising solutions in the display and video sectors and, with its new portfolio, introduce a pricing model that is unusually transparent and fair for the industry. In addition, the agency is focusing on cybercrime, a problem that is also on the rise in Switzerland.
Barely five months after its rebranding, Die Antwort is launching its own digital product range, offering advertisers the opportunity to implement top-quality data-based campaigns in a national digital environment. It works with data collected exclusively in Switzerland, for Swiss users and on Swiss environments. The "Hook Digital" products are all billed transparently. The client knows at any time how high the actual share of media spending, technical costs and services are. There are no hidden margins or flat-rate costs, as was previously the case with other products on the market.
That's also why The Answer is introducing such a range: "the digital media industry is ailing. The ones who suffer are the end customers, who rely on their agencies and pay vast sums of commission for non-transparent structural products," Edwina Gescheidle (Digital Director at the agency) is quoted as saying.
The product range includes the CDS (Customer Data Silo) as a basic foundation. The Storytelling 2.0 product manages to stay in touch with the targeted users and to keep telling new stories. In doing so, the user's interest and the corresponding contact class always remain in focus. With "Dynamic Retargeting", advertising is delivered with the highest possible relevance and absolute spread minimization without stalking the user, and with "Customer Cycle", the right message is played out to the correspondingly right user group. The motto here is branding where it is needed, performance where it makes sense.
In general, data security is the top priority for the agency with its range: compared to similar products, the range differs in that all data and their behaviors are collected absolutely in Switzerland - Swiss users on Swiss environments. For this purpose, it works with one of the largest Swiss networks as a partner.
Why is the agency - known as a creative agency - now also offering digital products?
The agency says "We want the best for our customers. Whether in conception, an idea or media buying".
For example, the agency does not use cloud solutions and stores the data of all customers in German-certified data centers. The agency has noticed that cybercrime does not stop at the Swiss border and that end customers often do not even know how much and in which channels they are affected. It wants to do something about it: by means of education, combating and with a transparent product range. "We know that we are not just making friends in the industry with this," the agency is further quoted as saying. "But in the sense of the cause it is worth it to us!"
