CounterAdvert helps one platform advertise itself on rival platforms

StartupRealities No 146

CounterAdvert is an advertising and media buying agency which specialises in helping advertising-platforms post their own commercials on rival platforms. For example, if Google wanted to advertise Google keyword search to B2B businesses on Facebook, it could target individual small business owners on Facebook with paid ads promoting Google advertisement.

CEO QUOTES
"Do you remember the famous case when Boeing bought 17 Airbus planes in 1999. They didn't do it out of charity. There was commercial logic behind you.

 In a similar way, we help one platform use the advantages of a competitor platform openly and legally by paying the latter for ads of the former's products and services. There is usually sound commercial logic behind such a move as different platforms have developed preferential access to different target audiences and distinct communities. All this comes with a second-order effect, however: these stories enter the news and become news in their own right, which is free advertisement.

 Some people call CounterAdvert the 'Trojan Horse' of advertising but I reject this description. There is nothing surreptitious about opening your Facebook profile and seeing a commercial advertising Google Search on it. Facebook knows about it; Google knows about it; you end up knowing about it; and Facebook even got paid for it by Google. It is merely a form of creative and recursive use of the most precious resource: our time and attention." - said CounterAdvert founder and CEO Courtney Aardvark.

Platform, a 2019 movie
(image source: Wikipedia)

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