Author: Niklas Nikolaidis

Data-driven advertising

We Take Online Ad Fraud Very Seriously

Online ad fraud has emerged as one of the big threats to the online advertising eco system. Impression fraud refers to online ad impressions which are generated using bots, without any human involvement. This in turn implies that a publisher gets revenue from the sold ad placement, but the advertiser stands to lose since no…
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January 8, 2015 0

Programmatic AND Multicultural: Joinville’s Niklas Nikolaidis Discusses The Need For Sophisticated Niche Audience Targeting

Niklas Nikolaidis is the VP of Sales & Business Development and founder of Joinville, a Stockholm-based niche audience buying platform operating globally. Here Niklas gives an overview of Joinville’s proposition in Europe and North America, the software-as-a-service (SaaS) platform they are currently building and the opportunity for online performance and brand advertisers around multicultural segment…
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December 10, 2014 0

Multicultural Marketing Industry Survey 2014 – Trends & Results

The marketing industry’s first survey on trends and demographics on the marketers moving the niche sector forward.


October 15, 2014 0

Sofia Vergara’s Best Kept Business Secret

There are media stars who featured across all gossip and entertainment channels 24/7 and you tend to get a firm opinion of that person from the first time you see them. Sofia Vergara is one of those stars – stunning looks and not afraid of acting out her Latino culture and background both in her…
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October 6, 2014 0

Exciting Times At Joinville!

Finally, after a long warm and beautiful summer, is autumn coming to Europe. And with it comes a lot of marketing and advertising industry development – new campaigns, new trends and dynamics both on the client and agency sides. Joinville’s hybrid business model of marrying programmatic advertising with multicultural marketing on a global scale is giving our…
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September 22, 2014 0

Willys högsta lojaliteten för mataffärer bland mångkulturella grupper

Under Q4 2013 genomförde Joinville en studie angående mångkulturella gruppers preferenser av mataffär i Sverige. Syftet med studien var att se vilka mataffärer som låg “top of mind” hos mångkulturella grupper. Joinville:s definition av mångkulturell grupp är “grupp av människor som pratar ett visst språk”. Via en online-enkät som fanns tillgänglig på 150 mångkulturella siter svarade…
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November 27, 2013 0

Multicultural Marketing 101

Our crash course on Multicultural Marketing. Multicultural Marketing 101 from Niklas Nikolaidis


February 21, 2013 0

Culture in Online Marketing

On this blog we write about the things we work with at Joinville; areas like online advertising, multicultural marketing and global marketing campaigns. When clients come to us with campaign briefs they sometimes specify the cultural traits of the target group but mostly they have a rather vague idea about the specifics of the target…
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February 11, 2013 0

The Importance of Language in Marketing Campaigns

Being a copywriter at an ad agency is pretty rough. Not that I am a copywriter but when thinking about the challenges of writing ad copy and balancing the client’s wishes, consumer’s understanding and the campaign objectives, I wouldn’t want to in a copywriter’s shoes. Not even with the astronomical salaries they make… If we…
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January 31, 2013 0

5 Things You Should Know About Multicultural Marketing

Marketing to migrants living in a new country has many names – multicultural marketing, ethnic marketing or diversity marketing. Even cultural marketing has been used. But what does it really means and how do you do it? Is it hyper advanced or is it just a different messaging in your mainstream campaigns? And how do…
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January 22, 2013 2