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ProSiebenSat.1 Media SE and Hubert Burda Media have concluded a collaboration agreement for content and sales. The primary objective of the collaboration is to offer the advertising market additional services with high-quality content and a wider reach as well as cross-media and interlinked products. Both partners want to use their particular strengths with female target groups and initially focus their cooperation on the fashion and beauty industries. The existing joint digital marketing will also be further developed. With their portfolio consisting of TV, digital and print, on average, both partners reach over 95 percent of the German public every month.*
ProSiebenSat.1 and Hubert Burda Media have already launched their first content pilot projects, such as within the setting of the Prosieben format “Germany’s Next Top Model,” where BurdaStyle Luxury brands such as Instyle, Elle and Harper’s Bazaar as well as familiar faces from the editorial offices were authentically integrated in the TV format and editorially reflected in the print and digital environments of the respective mastheads. Joint TV and print advertorials, i.e. editorially prepared advertising space, are already being successfully implemented, such as with the customer Pandora. “Perfect Shot” is another successful TV format on Prosieben to which Burda contributes with its magazine Instyle and will enter the third round in fall 2018. Here, advertisers are offered a joint package of product placements, print advertorials and various digital building blocks.
Both companies have also been working together successfully on the marketing of the digital video inventory since 2015. In future, advertisers will be given the opportunity to show their campaigns on the inventory of the HbbTV offering from ProSiebenSat.1 and the video content from the Burda portfolio at the same time, including BunteTV, MyLifeTV and FitforFunTV. Aside from video, ProSiebenSat.1 and Burda are also collaborating on display with a co-marketing agreement. In addition, proprietary platforms, such as schlappohr.de, will be developed or refined. Here, brands can be staged accurately and appropriately for the topic.
Sabine Eckhardt, Executive Board Member Sales & Marketing at ProSiebenSat.1 Media SE: “Relevant and high-quality content, a wide reach, secure environments and attractive advertising products – both companies bring these qualities to the partnership, making the joint portfolio a must-have for modern brand communication. Advertising customers are therefore given real added value.”
“Both companies are particularly close to female target groups through fascinating editorial contents. Based on our expertise, we are now creating common platforms, and open them up to the advertising market. This provides our customers with a very relevant new service. It stands out thanks to its high quality.”
Philipp Welte, member of the Board at Hubert Burda Media
* German-speaking population from 14 years old, potentially 70.09 million. Source: best for planning 2017 III.