In May ProSiebenSat.1 Media SE and Hubert Burda Media have entered into a collaboration agreement for content and sales. The primary objective of the collaboration is to offer the advertising market additional services by providing high-quality content and a wider reach as well as cross-media and interlinked products. Both partners aim to use their unique strengths to appeal to female target audiences while initially focusing their combined efforts on the fashion and beauty industries. In addition, they will continue to develop their joint digital marketing programme. With a portfolio consisting of TV, digital and print, the partners reach on average over 95 percent of the German public each month. ( German-speaking population ages 14 and older, potential audience of 70.09 million. Source: best for planning 2017 III.)
ProSiebenSat.1 and Hubert Burda Media have already launched their first content pilot projects, for example as part of Prosieben’s ‘Germany’s Next Top Model’ format, in which BurdaStyle Luxury brands such as InStyle, Elle and Harper’s Bazaar as well as familiar faces from the editorial offices were organically integrated into the TV format and reflected in the editorial language of the print and digital environments of the respective publications. Joint TV and print advertorials – for example, editorially prepared advertising space – are already being successfully implemented, as in the case of joint client Pandora. Burda has also integrated its InStyle magazine into ‘Perfect Shot’, another successful TV format on ProSieben which is set to begin its third season in 2018. Advertisers are offered a joint package of product placements, print advertorials and a range of digital building blocks.
“Relevant, high-quality content, a broad reach, secure environments and attractive advertising products – both companies contribute these qualities to the partnership, making their joint portfolio a must-have for modern brand communication. This provides advertising customers with real added value.”
Both companies have been successfully collaborating on the marketing of digital video inventory since 2015. In the future, advertisers will be given the opportunity to showcase their campaigns on the inventory of the HbbTV range from ProSiebenSat.1 as well as in the video content from the Burda portfolio, which includes BunteTV, MyLifeTV and FitforFunTV. In addition to video, ProSiebenSat.1 and Burda are also collaborating on display within the framework of a co-marketing agreement. In addition, proprietary platforms, such as schlappohr.de, will be developed or refined. This enables brands to be staged in a suitable manner that is appropriate to the individual topic.
“Thanks to our fascinating editorial content, both of our companies have a close relationship to female target audiences. Based on our expertise, we are creating joint platforms which we are now opening up to the advertising market. This provides our customers with a highly relevant new service, which delivers outstanding quality.”