Deutsche Post buys online search engine ad agency
Deutsche Post has strengthened its position in value-added marketing services within Germany with the acquisition of an online marketing agency. The company said today that intelliAd Media GmbH was strong in the area of search engine advertising, helping firms achieve the best search engine placement for advertising space.
The Munich-based agency specialises in placing advertising in search engines through auction systems, where bids are made by keyword and various other factors to determine placement in search results.
It includes working with websites like Google Adwords, Yahoo! Search Marketing and Facebook.
The company also has expertise in multichannel tracking – bringing together data from search engines with numerous additional online ad channels to maximise impact and cost effectiveness.
Key clients include Air Berlin, Immonet, O2, Medion and weg.de, as well as agencies including ad agents, pilot, explido, iProspect and plan.net.
“Potential”
Marketing addition (left to right): Tobias Kiesling (intelliAd), Wolfhart Fröhlich (intelliAd), Ralph Klin (Deutsche Post), Mischa Rürup (intelliAd)
Jürgen Gerdes, corporate board member responsible for Deutsche Post’s Mail division, said the acquisition builds on the technology infrastructure his company already provides the advertising industry to place advertising online.
“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,” said Gerdes.
intelliAd was founded in 2007, and now employs 50 staff. Its previous financial backers were venture capital firms IMPERA Total Return AG and venturecapital.de VC.
Deutsche Post said as a wholly-owned subsidiary, it will continue to operate independently with its current staff and management team, led by managing directors Tobias Kiessling, Wolfhart Fröhlich and Mischa Rürup.
Fröhlich said: “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.”
The intelliAd acquisition is Deutsche Post’s third online marketing addition in the last three years, following Bonn-based targeting platform nugg.ad in 2010 and Cologne-based performance marketing specialist Adcloud in 2011.
