Over 20 startups presented at TheNextWeb startup rally in Amsterdam this week, and the overall winner was Next2News, a Dutch startup launched this month that allows advertisers to target specific articles on which they want to display their ads.
Next2News is designed to allow anyone to run their own online ad campaign and currently has partnerships which several national Dutch publications. The newspaper adds a “your ad here” button to each article, and this effectively gives the publication its own self-service network.
The service is aimed at small-scale advertisers who can select particular articles relevant to their business and design an advertisement to add. There is a fixed fee per ad, costing anywhere from 20 and 200 euros per article, rather than the traditional CPC or CPM models used in online advertising. The price of advertising beside a particular article reduces as the time since publication increases. Since tracking particular articles can be time-consuming, advertisers can sign up for alerts when articles are published that match particular keywords.
The model used by Next2News would traditionally be called premium advertising, which is much more expensive than blind advertising (where the advertiser doesn’t have a lot of control over where an ad is displayed) and for this reason is normally restricted to top brands. Next2News offers this functionality to advertisers of any size. Next2News has a team of 7, is self-funded and currently only operates in the Netherlands but will launch soon in Belgium.
Best B2B startup was Distimo, a mobile analytics company that allows developers to monitor their applications on multiple app stores as well as buy analytics reports.
The public vote (and best business-to-consumer startup) went to 22 tracks, a curated music site where local DJs select their top 22 tracks in a particular genre. The site links to online stores where you can buy the selected tracks. 22 tracks currently only operates in Amsterdam but plans to expand soon to London. The site launched in Oct. 2009 and is the fastest growing web site in the Netherlands. The business model is based on a mixture of advertising and affiliate deals.