Growth brings B2B and lifestyle advertising technology to France and Spain
London, April 24, 2012 – Following the success of the Martini Media business in the US and UK, the digital marketing and technology platform for engaging the audience with the most money and influence online, today announced it is launching its proprietary data and audience platform in France and Spain. Claude Spasevski has been appointed to build the business in these regions ahead of further expansion in Europe later this year.
Founded in the US in 2008, Martini Media specialises in engaging with the typically hard-to-reach affluent business-to-business (B2B) and lifestyle audiences via its own digital advertising networks and technology platform. This incorporates niche publications and blogs that support its data-driven approach to audience targeting. In addition, the company has developed a number of technology products that enable Martini Media to optimise social sharing of adverts and branded content, served through its networks to encourage even greater audience reach and engagement.
Martini Media acquired The Digital Partnership (TDP), the UK’s only B2B online advertising network, last summer and has already successfully launched its affluent advertising platform in the UK as well as integrating its technology and products with TDP’s existing B2B online advertising business. Since the acquisition, the UK business has doubled in size and added clients including Selfridges, Jaguar and UBS to its portfolio. The French operation opens this month, with Spain set to follow by summer.
“This is an exciting period for Martini Media and The Digital Partnership as we move the business into France and Spain”, said Skip Brand, Martini Media CEO. “We believe the Martini Media offering will provide marketers with a new way to successfully reach an incredibly influential audience who purchase more and spend more.”
“The Martini Media approach and technology has proven extremely successful in reaching the typically hard to engage affluent audiences, whether they’re at work or at play, first in the US and now in the UK markets,” said Matt Gower, European MD Martini Media. “Launching our unique offerings in France, Spain and additional European markets are the next steps in realising our global ambitions.”
“The online advertising markets in France and Spain are extremely centralised, controlled by just a handful of publishers, whilst the only way that blogs can monetise is via the likes of Google where the returns are pretty low”, explained Claude Spasevski, Martini Media. “With our approach, clients can reduce their digital advertising costs by as much as 30% whilst increasing their audience reach. In France, digital channels are expected to rise to 21% of total ad spend in 2014* and we believe that our method will be well-received by both the brand advertisers looking to reach B2B and affluent audiences, and by niche and blog publishers looking for better alternatives to monetise their content.”
The unique value of Martini Media's premium portfolio of websites is the laser-focus on an audience with means and significant purchasing power. TDP and Martini Media’s combined portfolio of premium B2B and affluent lifestyle sites focus on the top 40% of the market – those earning over £60,000 a year – which means marketers can reach this powerful audience without wasting valuable resources and ad spend blindly messaging the wider European market.
According to two recent independent surveys (conducted by the IAB and Ipsos Mendelsohn), and research conducted by Martini Media in 2011, the affluent audience spends over 26.2 hours online a week, is two times more likely to shop online than the average internet consumer, spends 3.2 times more on online purchases, and generally shares more about the brands they care about, with 74% of them saying "a good ad is worth talking about".
*IAB Internet Advertising Revenue Report conducted by PricewaterhouseCoopers (PWC) for the first half of 2010
About Martini Media
Martini Media is the digital media and content platform for engaging the audience with the most money and influence online. With more than 1,000 publishers organised across multiple lifestyle and business verticals, Martini Media has helped the world's leading brands reach over 90 million consumers across the globe that invest in their passions at work and play. Martini Media's full-service marketing capabilities encompass display, video, mobile, social, and audience targeting to effectively engage the most valuable audience online at scale. Since 2008, Martini Media has been the premier media destination where influence meets affluence. Headquartered in San Francisco, Martini Media has offices in New York, Chicago, Detroit, Los Angeles, and London. Got Affluencers? We Do. Visit www.martinimediainc.com to learn more.
About The Digital Partnership
The Digital Partnership was set up in 2008 by Matt Gower, the former head of Channel 4's digital media sales operation 4DS, and is based in London, employing 11 staff. In the beginning TDP operated in the eponymous business-to-business ad network, which now reaches 6 million business professionals over a portfolio of 350 websites. Last year, it launched the Affluent Digital Media network, targeting high-earning consumers across more than 100 consumer websites. Clients of the latter, which accounts for 30% of TDP revenues, include Harrods and Porsche.