Deutsche Post acquires online marketing specialist intelliAd
- Deutsche Post strengthens its position as infrastructure provider for efficient online marketing
- Expansion of services to include attractive search engine advertising
In combination with multichannel tracking, data from the search engine ads can be brought together intelligently with data from numerous additional online ad channels. For advertisers, this makes it possible to maximize both impact and cost-effectiveness.
With its acquisition of intelliAd Media GmbH, Deutsche Post further expands its service portfolio in online marketing, particularly in the area of search engine advertising. "Deutsche Post already provides media agencies, marketing specialists and advertisers with technology infrastructure that helps them place ads online more efficiently and effectively," says Jürgen Gerdes, Corporate Board Member MAIL at Deutsche Post DHL. "With intelliAd, we further strengthen this position, particularly in the area of search - the largest online advertising channel and an area with high growth potential. And this makes us an even stronger partner for our customers."
In Germany, the internet is most commonly used for research via search engines. For advertisers it is crucial to achieve the best possible search engine placement for their advertising space along with efficient bid management. intelliAd Media GmbH specializes in bid management and multichannel tracking. In combination with multichannel tracking, data from the search engine ads can be brought together intelligently with data from numerous additional online ad channels. For advertisers, this makes it possible to maximize both impact and cost-effectiveness.
Leading the way in the area of bid management and multichannel tracking
"With Deutsche Post we have gained a financially strong and neutral partner. We see this as a way to further build our competitive advantage and continue to develop as a company in this rapidly growing market," says intelliAd managing director Wolfhart Fröhlich.
intelliAd is among the leading neutral providers of bid management tools for international advertisers and agencies. Search engine ads are inserted via auction which involves bids by keyword and a variety of additional factors that determine placement on the search results page. intelliAd's innovative bid algorithm determines the optimal bid for any given situation so that advertisers can achieve the best possible positioning with least possible investment.
Tobias Kiesling (intelliAd), Wolfhart Fröhlich (intelliAd), Ralph Klin (Deutsche Post), Mischa Rürup (intelliAd)
Along with the bid management tool, the intelliAd platform offers multichannel tracking integrated into a single user interface. Multichannel tracking makes it possible to depict the so-called "customer journey" - the customer's path from first contact with the ad through to purchase, revealing the relationships between promotional activities within individual online and offline advertising channels. With the help of this data, advertisers can recognize synergy effects and manage their advertising budgets more effectively.
The company was founded in 2007 and today employs roughly 50 people. Managing directors are the company's three founders Tobias Kiessling, Wolfhart Fröhlich and Mischa Rürup. Its list of customers includes companies like Air Berlin, Immonet, O2, Medion and weg.de as well as large performance agencies such as ad agents, pilot, explido, iProspect and plan.net. As a 100-percent subsidiary of Deutsche Post, intelliAd will continue to operate as an independent entity with its current staff and management team.
Along with intelliAd, the Deutsche Post DHL group has acquired two additional online marketing players in recent years. Europe's largest targeting platform nugg.ad has been part of the Bonn-based group since 2010. 2011 saw the addition of Adcloud, a specialist in performance marketing solutions for online advertising. With intelliAd, Deutsche Post - as a neutral technology provider - expands its service portfolio to search and multichannel tracking and establishes its expertise in these important areas of online marketing.