Tribal Fusion Launches Cost-per-engagement in Germany
Global ‘engagement network’ opens first German office; introduces cost-per-engagement pricing on Firefly Video product
GERMANY – April 13, 2011 – Tribal Fusion®, one of the largest online advertising networks in the world, has launched in Germany, claiming to be the first ‘engagement network’ and introducing cost-per-engagement video pricing to the market for the first time.
The company, which operates a global advertising network across 19 offices worldwide, has opened its first German office following the appointment of Dariusch Hosseini as managing director, Tribal Fusion Germany earlier this year. Hosseini is in the process of recruiting for the new office and explaining the Tribal Fusion proposition, which he says is focused on online ‘engagement’ advertising.
The company’s launch product in Germany is Firefly Video, the proprietary online video network technology it has developed to simplify video advertising for users and develop rich interactive video campaigns for advertisers, as well as boost the amount of video inventory for online publishers. The company has already signed up several premium German online media owners to join the network, which it says are crucial for the effectiveness of premium, brand-led campaigns.
Hosseini says: “Firefly Video is a unique platform that enables advertisers to combine the emotion and impact of TV with the fine-grain targeting, rich audience insights, and interactivity of online display advertising.
“It is part-intended as a consumer proposition that gives users a consistent and straightforward mechanic for understanding and interacting with online video advertising. Campaigns on Firefly Video introduce video teaser ads that, with user-initiation, transform into interactive, response-driven online video executions. For advertisers in the US and the UK it is proving the perfect tool for hitting brand and response targets through the same campaign.”
Hosseini adds that Firefly Video is sold on a cost-per-engagement pricing model, the first time the model has been launched at scale in the German market. Cost-per-engagement means advertisers are charged only when a user interacts with the ad, rather than on delivery of the ad or for a click-through to a brand website.
He explains: “Cost per engagement is the evolution of CPM and CPC advertising. Online display advertising struggles to deliver against either of these metrics since other channels – such as TV and search marketing – achieve greater success when measured against these narrow definitions. Video advertising online delivers best when we consider its ability to attract a user to interact, without requiring a click-through to a new site. Users are on their chosen site for a reason and taking them away from it is an unnecessary interruption in their online journey.”
Firefly Video is targeted using Tribal Fusion’s global online display network, which combines premium online publisher inventory with an advanced and extensive data network for delivering campaigns to very specific audience groups. It was the fastest growing ad network in the UK last year and is already the 7th largest in the US.
Hosseini says: “The German market does not need just another display ad network but it does need an ‘engagement network’ – one that combines super-advanced creative and targeting tools on the same platform as it’s supply and data network. That’s what Tribal Fusion has offered since its foundation in 2001 and we’re already finding that large advertisers are keen to explore how they can move spend into more impactful, better targeted display campaigns, particularly through Firefly Video.”
About Tribal Fusion - Deutschland
Tribal Fusion is the engagement network. We combine advanced and proprietary creative formats with best-of-breed audience insights and targeting to produce campaigns that engage users and drive response for online advertisers.
Using unique tools such as our Firefly Video technology, online advertisers can produce digital campaigns that unite the emotion and impact of TV with the fine-grain targeting, rich audience insights, and interactivity of online display advertising.
Tribal Fusion was founded in 2001 and is part of the Exponential Group of online businesses – a technology-enabled media services company headquartered in Emeryville, California with operations in 19 locations worldwide.