OpenAd.net was an

online marketplace An online marketplace (or online e-commerce marketplace) is a type of e-commerce website where product or service information is provided by multiple third parties. Online marketplaces are the primary type of multichannel ecommerce and can be a wa ...

for buying and selling creative ideas for use in

advertising Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...

marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...

and

design A design is the concept or proposal for an object, process, or system. The word ''design'' refers to something that is or has been intentionally created by a thinking agent, and is sometimes used to refer to the inherent nature of something ...

. The core of its services was giving idea buyers (marketers, advertisers) direct access to a variety of unpublished ideas offered to them by over 11,500 freelance "creatives" from 125 countries OpenAd.ne
"Membership"
'' OpenAd.net'', January 19, 2008. Accessed January 23, 2008 worldwide.Pfanner, Eric
"On Advertising: A Web link between buyers and sellers of ideas"
''

International Herald Tribune The ''International Herald Tribune'' (''IHT'') was a daily English-language newspaper published in Paris, France, for international English-speaking readers. It published under the name ''International Herald Tribune'' starting in 1967, but its ...

'', February 11, 2007. Accessed January 4, 2008. The whole process of buying ideas takes place on-line, directly between advertisers/marketers and creatives, disintermediating agencies in the process. Clients have the option of setting a pitch deadline and a license price for pitched ideas, while creatives have the option of setting a licensing price for ideas in the Gallery. Clients receive on average from 20 to 100 creative solutions and can decide to

license A license (American English) or licence (Commonwealth English) is an official permission or permit to do, use, or own something (as well as the document of that permission or permit). A license is granted by a party (licensor) to another part ...

one, more or none of the ideas proposed. Marketers pay $3,000 to $100,000 to post "briefs" describing proposed assignments on its Web site. Ideas accepted by clients are subject to negotiation with the creator, with OpenAd.net collecting a 22½% commission on the transaction. OpenAd.net has been used by mainstream advertising purchasers such as '' FHM'', which has used the service three times for various campaigns.Benady, Alex
"The net benefit of never having to meet the client"
, ''

The Independent ''The Independent'' is a British online newspaper. It was established in 1986 as a national morning printed paper. Nicknamed the ''Indy'', it began as a broadsheet and changed to tabloid format in 2003. The last printed edition was publis ...

'', January 1, 2007. Accessed January 4, 2008. As of January 2, 2010 public records indicate OpenAd.net website is no longer available.

User accounts

The OpenAd.net website offered two types of user accounts for: * Creatives (Sellers): Sellers' accounts enable creatives to upload their ideas to the Gallery or respond to clients’ briefs. Registration is free of charge for creatives. Students also have a chance to compete in the OpenAd Talent pitches. * Buyers (Clients): Clients' account privileges depend on the chosen Membership package. The annual Membership fee depends on: ** The number of online briefs the client wishes to post ** The number of Gallery categories the clients wishes to have access to ** The number of user accounts desired.

History

The author of the idea is Vital Verlic, who established the company in 2003. The majority stake of OpenAd AG in

Switzerland Switzerland, officially the Swiss Confederation, is a landlocked country located in west-central Europe. It is bordered by Italy to the south, France to the west, Germany to the north, and Austria and Liechtenstein to the east. Switzerland ...

is owned by a Slovenian holding company

Istrabenz Istrabenz is a Slovenian holding company, one of the largest in Slovenia with a total of 73 companies under its management. Activities * Food (24 companies): Droga Kolinska d.d., Grand Kafa AD Beograd, Štark AD Beograd, Palanački Kiseljak AD ...

, which backed the project in 2004. OpenAd.net is managed by Katarina Skoberne, a former television and advertising executive in

Slovenia Slovenia, officially the Republic of Slovenia, is a country in Central Europe. It borders Italy to the west, Austria to the north, Hungary to the northeast, Croatia to the south and southeast, and a short (46.6 km) coastline within the Adriati ...

. OpenAd.net's subsidiaries are in

New York New York most commonly refers to: * New York (state), a state in the northeastern United States * New York City, the most populous city in the United States, located in the state of New York New York may also refer to: Places United Kingdom * ...

(OpenAd Inc.),

London London is the Capital city, capital and List of urban areas in the United Kingdom, largest city of both England and the United Kingdom, with a population of in . London metropolitan area, Its wider metropolitan area is the largest in Wester ...

(OpenAd UK Ltd) and

Ljubljana {{Infobox settlement , name = Ljubljana , official_name = , settlement_type = Capital city , image_skyline = {{multiple image , border = infobox , perrow = 1/2/2/1 , total_widt ...

(OpenAd d.o.o), with representatives in

Sydney Sydney is the capital city of the States and territories of Australia, state of New South Wales and the List of cities in Australia by population, most populous city in Australia. Located on Australia's east coast, the metropolis surrounds Syd ...

and

Buenos Aires Buenos Aires, controlled by the government of the Autonomous City of Buenos Aires, is the Capital city, capital and largest city of Argentina. It is located on the southwest of the Río de la Plata. Buenos Aires is classified as an Alpha− glob ...

. In 2006, OpenAd.net was nominated for the

Webby Awards The Webby Awards (colloquially referred to as the Webbys) are awards for excellence on the Internet presented annually by the International Academy of Digital Arts and Sciences, a judging body composed of over three thousand industry experts a ...

in the "Best service" category.10th Annual Webby Awards Nominees & Winners

. Accessed January 4, 2008.

Case studies

Ontrac Global

AC Intercar

Etam

Emap

Lastminute.com

References

{{Reflist

Sources

AdAge

Campaign Magazine

International Herald Tribune

Webby awards

Advertising industry