The German media company "sh:z das medienhaus" has found success in selling digital ads. Some days the company even sells out of advertising space.
When readers of Flensburger Tageblatt – or of one of the 13 other dailies published by sh:z das medienhaus – open the newspaper on their smartphones or tablets, they are met by ads that are only released in the digital version. The media company, one of Northern Germany's largest, has found that digital advertising packages are increasingly in demand among advertisers.
Interstitials, or full-page, often interactive ads that are inserted between the pages of a digital newspaper's smartphone or tablet version, are particularly popular among advertisers.
"Some days we're forced to turn advertisers away because we've decided to not show more than three interstitials on the same day," says Svenja Degner of sh:z.
The advertisers also have the option of distributing brochures and advertising supplements on a special page in the app and on the website, shz.de. This provides the media company with a wide range of offers that bring printed advertising formats onto digital platforms. Among other options, advertisers can distribute advertising supplements both as inserts in the printed newspaper, and as digital publications on the media company's other platforms.
"We've only just got started with advertising supplements on the extra page in the app, but it is a growing market," Degner concludes.
