The marketing company Gelbe Seiten (“Yellow Pages”) and the experts for data-driven multi-channel marketing AZ Direct GmbH are to cooperate with immediate effect in the customized display and mobile advertising data segment. The data, which is generated anonymously from the purchasing intentions of Internet users in accordance with data protection law, will be offered as a managed service exclusively via AZ Direct’s trading desk. This comprises a unique data pool of over 130 million web search queries per year. There are more than 63 target groups and 7,056 sectors available for selection.
Every day, hundreds of thousands of people enter search queries into the Gelbe Seiten search interface for very different reasons. One person is urgently seeking a plumber because a burst water pipe is flooding their basement. Another person is looking for a very special beauty salon so that they can enjoy a nice day of pampering. A third person has found his dream home and is now looking for the right tradesmen and furniture companies to make the move a success.
This information provides advertising companies with the very latest high-performance intent data. AZ Direct’s own trading desk can send display and mobile advertising in real time to the person conducting the search – i.e. while they are still looking on Gelbe Seiten. Targeting on the basis of these real search queries currently comprises 63 target groups from 7,056 segments. There are also the target groups that are custom-generated according to the requirements of the advertising company. Selections can be made based on characteristics such as “active lifestyle”, “women” or “young”. Or they can be selected according to sectors such as “Property: Buying and Selling”, “Travel & Vacation”, “Animals”, “Movers” and “Insurance Companies” and by region. Data protection in accordance with BDSG [German Federal Data Protection Act] is guaranteed at all times. In addition to other factors, this protection is provided on the basis of the unique, patented Data Secure[superscript]TTP[/superscript] method developed by AZ Direct.
“This is a win-win situation for us,” says Stephan Theiß, Managing Director of Gelbe Seiten Marketing. “While display advertising makes our search offer more attractive, the person searching is immediately shown individual offers that are uniquely relevant to him at that moment in time.”
Oliver Reinke, Managing Director of AZ Direct, adds: “The exclusive cooperation with Gelbe Seiten significantly expands our data generation possibilities for the rapidly-growing digital advertising market. This means that we will be able to provide even better support to our customers in developing their programmatic marketing.
About AZ Direct GmbH
AZ Direct, a Bertelsmann Printing Group company, is THE partner for successful, data-driven, multi-channel marketing with addresses, data, and systems for: postal mailings, e-mail marketing, display/social media/video/mobile advertising, onsite targeting, multi-channel retargeting, CRM campaigns and customer journey management. AZ Direct can reach around 63 million consumers through these channels with Germany's largest crossmedial reach. The basis for this is provided by the unique AZ DIAS Audience Targeting System, which offers many characteristics for selecting effective target groups to acquire new customers or gain more insight into existing customers. Data protection compliance is ensured through the patented data protection procedure Data SecureTTP. www.az-direct.com
About Gelbe Seiten
Gelbe Seiten is published jointly by DeTeMedien and 16 Gelbe Seiten publishing companies. The publishing group ensures that the wide-ranging content of Gelbe Seiten, which specializes in business directory products, is being continuously developed and made available to the users in all media forms – as a printed directory, online, mobile and as a smart phone and tablet version. In 2016, Gelbe Seiten products across the various media were used approximately 897 million times*. Gelbe Seiten is a trade name that is protected in Germany and registered with Gelbe Seiten Zeichen-GbR. Brand protection also exists in respect of Gelbe Seiten Zeichen-GbR for the abstract use of the color yellow.
*Source: GfK study on the use of directory media 2016; representative survey of 15 thousand people aged 16 and over
Press contact
Bertelsmann Printing Group
Corporate communications
Carl-Bertelsmann-Str. 270
33311 Gütersloh, Germany
Phone: +49 5241 80-41625
E-mail: gernot.wolf(at)bertelsmann.de
