Etarget - media agency makes friends with PR managers
How Etarget works
The marriage between advertising,
PR and media agency.
The way Etarget works for your clients
We find potential customers and tell them your
client's story. As fast as you need. As cheap as you
1. Each day, Etarget
browses Czech internet and
identifies the places
where internet surfers are
(and the stuff they read online)
2. We identify client'spotential customers.
Once we have them (and we usually have
them instantly), we show them your ad.
Meet the robot
Hi, I am Etarget robot! I work
day and night to show your
ads to the right people.
These are the rules I must
3. You only pay for those people that
1. Respect surfers click on your ad and visit your website
Show them ads they would
2. Respect advertiser
Find people that would love Did you know?
their product or service.
3. Cut prices down and In Czech Republic, Etarget currently cooperates with
increase CTR more than 1000 media partners (Nova, iDnes, Zive,
More people for less money is Volný, Annonce…)
Etarget: 13 000 clients in Central and Eastern Europe
ICT, consumer electronics
Etarget: 13 000 clients in Central and Eastern Europe
FMCG, retail, fashion
Leisure and travel
There are more than 13 000 companies advertising through Etarget
ad network in Europe. Join them and experience the way contextual
advertising improves your business results.
Happy marriage: PR + media agency
Time to extend your portfolio.
Drive traffic to PR materials of your clients.
Great wedding party. Etarget is the tool of choice for
many marketing agencies (and their clients).
It sells products and services while being able to build brands
Those that are most successful with Etarget know the secret
formula of online advertising success:
It is a marriage between PR and media agency.
(With Etarget being guest at the wedding party.)
How to engage customers. There are two
ways to engage customers.
1. You either give people relevant information...
2. ...or make them spend good time with your brand
Advertising agencies are good at this, yet public relations
folks are even better. While your media agency probably
cooperates with ad shop already, have you ever spoken to
PR department of your client?
Team up now. People trust company's website much
more than they trust traditional forms of advertising. And
they fall for independent reviews even more.
Team up with PR department of your client, follow their
online work (press releases, press clipping, microsites...) and
bring visitors to the content they produce. You know that
Etarget will bring more than satisfactory number of targeted
visitors, don't you?
Turn the page to see selected solutions >>
How media agencies cooperate with PR?
Oftentimes, PR folks put too much effort in writing a press release while failing to
deliver it to the audience they intended to reach. There are too many news in media
Etarget makes people actually read your news. Just select the group of customers
you want to reach, add keywords and your release can instantly show up in the net-
work of more than 1000 internet sites.
PR: writes the release, puts it online (or on some independent website)
Media agency: drives traffic to the press release with Etarget
For any major company with tangible products, there are hundreds of press mentions
each year. Find the product reviews on monthly basis (PR agency has the clipping re-
port) and drive additional people to the positive reviews of products.
Some PR agencies specialize in building so-called microsites: simple, one-purpose
websites that engage selected customers and deliver single message. Well, we know it
is good idea—but without visitors?
Events, seminars and road shows
* Etarget is used by event companies to ensure they have enough “offline” visitors once
the event takes place. Besides that, there are many commercial roadshows and events
that should be visited by as many people as possible. Ever thought of promoting such
Case studies and product overviews
Many “static” parts of the corporate website can be used to engage customers as well.
PR agencies contribute to corporate websites with case studies, white papers and
product/service overviews. Well, at this point, you probably know it is no-brainer to
support such content with thousands of visitors through Etarget ad network.
Story of your client, story of what they accomplished, stories of your clients... Any-
thing that is in a narrative form sells.
More real-life examples on the next page >>
Examples of PR + media campaigns.
(We picked the ones that currently run at Etarget ad network)
* Financial institution drives visitors to news section and
As we said on the previous page: PR writes the release, puts it online. Media agency
drives traffic to the news with Etarget
* Consumer electronics company attracts visitors to positive
reviews of their products
Who said that positive news cannot spread fast? There are many online magazines that
regularly run tests on the consumer electronic devices. Once there is a positive or neu-
tral review in the magazine, producer of the device runs campaign in Etarget and
drives visitors to the review. Why should only 5 000 people read the review if there is
possibility that 50 000 will?
* Cosmetics brand promotes the articles about the celebrity
they cooperate with
Many fashion and cosmetics brands rely on cooperation with celebrities. While the
campaign is running, PR agencies push interviews with the stars in magazines, and sto-
ries in the national tabloids. Easy come, easy go—if you want to double or triple the
impact of the article, the safe solution is to ensure there are more people reading it
than the regular circulation of the magazine allows.
* Mobile operator runs microsite promoting their internet
PR agency build a simple microsite, using open-source code, 3 celebrities and one
skilled designer. But the site needs visitors— and banners are really out of the budget
now... Guess what: Etarget has the solution.
* Software house promotes event for IT guys
Problem: reach industry experts while not spending hundreds of thousands on fliers,
call centres or direct salesmen. As many software companies realized, combination of
email campaigns with Etarget brings the desired results.
* Case studies, product overviews
Every now and then, new case study or new product overview appears at the website
of our client. Before using Etarget, none of that was seen by more than 100 people.
Now—thousands of them are informed on what is going on in the company.
More examples of mixed promotion.
Sometimes, it is hard to tell if whether promo is PR, advertising or some other
form. Well, it doesn't matter: importance lies in the selling power. Here are som
more examples of mixed promotions.
IT company sells computers with quiz
Build a guiz and ask people what do they use their computer for. Etarget brings vis-
tors—and IT company sells more PCs.
Car producer promotes the list of cars and resellers
Do your customers know where to ask for test drive? Or what kind of cars do you
have for them?
* Mobile operator informs on packages for small companies
Small companies are good long-term customers. How many entrepreneurs should
Etarget bring to your website today? 10, 100, 1000? You decide.
* Healthcare company solves health problems
Cold, pain, stomach problems, smoking... Healthcare companies have the answers to
everyday problems of general public. How many customers have already seen what
you have to say, even though your PR people did a lot of work writing it for your
* Fashion label shows its new catalogue
It is new, shiny and makes you wanna buy all the clothes at once. Etarget tells people
Cosmetics brand runs gossip section on their website...
... and connects it to the products they sell. What kind of perfume do celebrities wear
* Food producer brings visitors to the recipe section of web
5pm, you just finished your work. “What should I cook in the evening?” While you read
your favourite online news site, Etarget gives you the answer and sends you to the to
the recipe section of the food company's website.
B2B company looks for newsletter subscribers
Every email address of interested customer is worth fortune. Etarget will bring it for
* Software house offers free demo of the product
Banners are expensive, search doesn't bring enough people (well, it brought exactly 5
of them). What better way to distribute your new demo than with Etarget?
How much? You decide
The amount of money you spend on Etarget per
month depends on your goals and limitations.
Here are few recommendations we collected
from our customers.
See all recommendations at:
10 reasons to contact us
Who can I speak with? 01. You wish to generate more leads for your client
02. You feel like having more customers buying your client's
Kristýna Vránová stuff
Kristýna makes 03. Client cut advertising budgets but still needs to reach
sure your cam- people and sell
smoothly and 04. You want cheap advertising
assists you with 05. You want effective advertising
any inquiry you 06. You feel that your client's website should have more visitors
07. You want to reach people that are currently customers
regarding Etarget. Whether it is
registration, writing the ad or of your client's competitor
choosing the proper keywords— 08. You work for politician that wants to spread the word
call her, she will have the right 09. You want to tell people why should they buy from your
email@example.com client, not from others
10. You launched TV, bilboard or print campaign and need to
support the message online.
Josef is country
manager of Etar- We are sure that in any of these cases, Etarget can help to a great
get extent - for less money than other solutions.
CZ. He will gladly
help you with big
advertising pro- Call us today or register at www.etarget.cz
jects and long-
term cooperation. (Didn't find your case in the list? Email us your biggest marketing
challenge and we will suggest you the right solution.)
Tomáš is responsi-
ble for strategic
partnerships. Got Contact details
huge business pro-
ject on mind? He is We are available every weekday between 9-17.
the right guy to talk to.
firstname.lastname@example.org +420 227 231 100
Ján Šifra twitter.com/etarget
Want to know
fresh news on con-
tent advertising? www.etarget.cz/register
Or see how you
Etarget ads into
your overall mar-
keting strategy? All marketing
geeks are welcome to ask Jan.