Marketplace opens door for category sponsors

Nuon is the first party that can fold its digital advertising brochure in a section of Marktplaats.nl. For one year, the energy company has the exclusive right to inform the advertising sniffer about energy with 14 web pages at various positions within a section. There are conversations with a few other interested sponsors

Nuon is the first party that can fold its digital advertising brochure in a section of Marktplaats.nl. For one year, the energy company has the exclusive right to inform the advertising sniffer about energy with 14 web pages at various positions within a section. There are conversations with a few other interested sponsors.

"In principle, Nuon has bought off the exclusive right to supply content pages sponsored for one year in the" Home and Furnishings "section, comparable to a subsite on Marktplaats.nl." Marketing director Oscar Diele says that at least 2 other interested companies are discussing the design of sponsor pages.

For a fixed amount per month, depending on the popularity of the section, advertisers can now receive a hyperlink above each category page and underlying pages to point out to visitors of the Dutch eBay subsidiary their services. How much they pay for this is Diele's belief, but it's not about the tons per year that Startpagina.nl asks for a link on the front page.

The idea for the category sponsors came five months ago when advertisers began to question the possibility to fill positions on the advertising site with their own sponsored copy. Nuon explains to consumers on their pages how they can save energy and protect their homes. At the bottom of each page there is at least one reference to an external Nuon website.

How often Marktplaats visitors click on the Nuon links is kept up to date with the measurement services of Mediaplex.com and the frequently used statistics package WebTrends.

The sponsored mini-sites are the next way that Marktplaats.nl found to exploit its site. The company receives an annual amount of turnover from advertised advertisements that has never been announced. In addition, each category page has several positions where graphic advertisements, banners and rectangles appear. Text links are also possible, which are taken, among other things, via Google AdWords. Diele can not indicate how much space is still available for other forms of advertising.