Creating an Oasis in Online Advertising

While the Wall Street Journal is reporting a 30% reduction in online cpm rates and cutbacks to online ad spending, some companies cant keep up with demand.

AMSTERDAM -- October 17, 2001 -- While the Wall Street Journal is reporting a 30% reduction in online cpm rates and cutbacks to online ad spending, some companies cant keep up with demand.

At Expatica, Europes leading expatriate media company, finding unused space to satisfy online advertisers is a challenge. The company just reported a 40% increase in ad revenue over the previous quarter.

The best positions are sold out in advance and big brand advertisers arent satisfied with the leftovers," says David Davis, sales director of Expatica. Were creating more space in online newsletters, offline publications, and other forms of advertising. We're also focusing on brand exposure for our advertisers."

Bas Seelen, managing director of European advertising network AdLINK, has noticed the shift in focus from clicks to more comprehensive brand awareness campaigns. Ad budgets are getting more focused as a result. Were seeing a real shake out, where ad revenues are shifting to the strongest players. But for those who remain, theres more of the pie left for them," Seelen says.

Davis says Expatica is accurately targeting and acquiring a lucrative niche market. Expatriates are among the highest consumers of insurance, banking, travel and luxury goods and are therefore a coveted target of advertisers across Europe.

Asked to respond to the declining click-through rates seen on many sites, Davis is unfazed. The bigger advertisers have stopped worrying about click-through rates and are focusing more on branding opportunities -- thats because we can get a brand message to the entire expatriate community in four countries. No other media can do that."

A recent Boston Consulting Group survey confirms that Internet advertising works, but not by click-throughs. The survey found that 85% of 12,000 Internet users had purchased a product or service they had seen advertised online, but most used the telephone or a store visit to make the actual purchase.

About Expatica.com
Expatica is the leading expatriate media in Europe, providing expatriates with information, interaction and a voice in their new community. Expaticas mission is to break down barriers in a new country and to lead the way to a great expatriate experience. Expatica can be found at www.expatica.com.

Since starting operations in January 2000, Expatica has coverage in Germany, France, Belgium, and the Netherlands. Expatica also produces Expatica HR with PricewaterhouseCoopers and Loyens & Loeff, to help companies manage expatriates, and Expatica Jobs, a specialized job site for international positions.

For more information contact:
Effie Pow - Public Relations Manager
Tel: +31 20 888 4359
effie.pow@expatica.com

Expatica Communications BV
Kruislaan 400
1098 SM Amsterdam
The Netherlands