Vogel Business Medien wants to make online advertising more measurable
In cooperation with the U.S. company Tech Target, the German trade publisher is planning a series of websites featuring a new concept for measurable advertising.
The Vogel Medien Group in Augsburg and the US company Tech Target want to cooperate. The plan is to develop a series of websites with a new concept for measurable advertising. The websites set up by Tech Target in the USA will serve as a model. According to the press release, the core of these websites are the so-called "White Papers": industry research, market studies and product information. Tech Target claims to have demographic information on more than three million registered members. Last year, the 4,200 white papers available online led to more than 1.6 million qualified contacts for advertising customers, Vogel Business Medien reported. First click, then charge for this contact - that is the concept of the business model. A wealth of user data is available via registration. In the USA, this has resulted in a "demonstrably highly efficient sales lead from online advertising". Vogel Business Medien expects the benefits of advertising to become measurable in this way. For the Group, this is the first step in the development of sustainable business-to-business communication. The first joint online offerings from Vogel and Tech Target are to be launched in October of this year. The aim is to have around 25 jointly operated platforms.
