Founder at JGB UK Ltd
19 September 2006 11:48am
Hi all, i have just joined this community and started a company in this space and was interested in any feedback on this topic.
My view is that online has a unique advantage over other mainstream media in it's ability to do one deal to cover the whole of europe. Research is there, cross border acceptance of measurements and technologies is there as are consistant environments and mass reach media properties.
i used to run pan-euro advertising at Tiscali and found that in 2005 around 15% of advertising revenue was coming through London in pan-european deals. speaking to MSN and Yahoo around the same was being experienced and it's also expected to rise.
I personally believe that this will increase over the coming years particulary with the expected merger activity of telecomms companies (the future mainstream content distribution medium?), media companies and as Europe becomes more of a Eurozone USA style.
I appreciate there will always be a requirement for local specialist knowledge but for many advertisers, it appears increasingly there is a trend towards pan-euro deals being quicker, cheaper, less labour intensive and less complicated.
so my company has been formed to put together as a group major telcos in europe who have no exposure to the pan-european media buying market, also to gain a group of global niche sites who are unable to meet the expense of a global sales director in a major media hub. and to concentrate only on pan-european deals on behalf of agencies and clients.
major agencies are already using it knowing they will get a quicker response than through their own global network and advertisers are finding the service assists european expansion very cost effectively.
so am i right as an independent to strike out into a truly pan-european proposition? or are the traditional media set out this way correctly in europe knowing that you have to live and breath a market in order to be succesful.
sorry for the long post. interested in any feedback.
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