Dialoghaus

What Dialoghaus does

Dialoghaus Beratungsgesellschaft für Dialogkommunikation mbH is a Hamburg-based German media-sales intermediary that operates the Dialoghaus Media Sales division, founded in 1997 (with pharmaceutical-media specialization since 2004). The company acts as an exclusive sales agent for mail-order retailers, online shops, and other businesses, marketing their dialog media — package insert slots, postal mailing addresses, newsletter ads, banner placements, and standalone emails — to non-competing third-party advertisers seeking targeted reach into themed consumer audiences.

Its core product surface spans four media channels (Paketbeilagen, Postalische Mailings, Online-Werbeflächen, APO+ Gutscheinheft coupon booklet with ~1M circulation twice yearly) plus supporting services including cross-media campaign concepts, a Medientausch barter exchange, product sampling campaigns, regional distribution, and themed inventory catalogs (Themenwelten) covering 18+ consumer segments from Apotheken and Gesundheit to Bücher, Tabak, Tierbedarf, and Mode. The underlying technology is a crossmedia marketing platform that integrates offline and online inventory across 40+ exclusive partner companies, producing Mediadaten (media data PDFs) for each partner.

Dialoghaus generates revenue primarily through transaction commissions on media placements (pricing is quote-based, not publicly disclosed), with three payment models on flagship products like the APO+ Coupon Booklet. It serves two customer sets: (i) supply partners — Versandapotheken and online retailers (medikamente-per-klick.de, mediherz.de, ipill.de, bio-apo, Zedaco, Peek & Cloppenburg Düsseldorf, HEGA, QVC Germany, etc.) — whose media it monetizes, and (ii) demand-side advertisers across verticals such as pharmacy/health, books/media, tobacco/lifestyle, pet supplies, fashion, and home/garden. The company is privately held, reports 1–10 employees, and operates from Hamburg and Langenfeld bei Düsseldorf.

Name

Dialoghaus

Legal name

Dialoghaus Beratungsgesellschaft für Dialogkommunikation mbH

Website

https://dialoghaus-mediasales.de

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Dialoghaus is a Hamburg-based German media-sales intermediary that exclusively markets dialog media (package inserts, postal addresses, newsletter/banner ads) on behalf of 40+ mail-order retailers and online shops, connecting them with advertisers seeking targeted consumer reach across themed verticals.

Ownership category

akta.pro rank

Product category

Advertising & Media Marketing Services

NAICS

Direct Mail Advertising (54186), Media Buying Agencies (54183)

SIC

Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Marketplace & Retail Media Advertising (Amazon/Walmart/Instacart, etc.) (MPAAACAJ)

Keywords

• Media marketing services
• Package insert advertising
• Direct mail advertising
• Cross-media advertising
• Dialog media sales

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Media Marketing Commission: Dialoghaus generates revenue by exclusively marketing media and advertising spaces on behalf of mail-order companies, online shops and other businesses to third-party advertisers. Revenue comes from commission on marketed package insert spaces, postal addresses, newsletter ads, banners, and standalone emails. The company has been operating for over 20 years and generates additional revenue streams that can quickly reach six-figure amounts with appropriate volumes.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Dialoghaus Media Sales is the exclusive marketing division of Dialoghaus Beratungsgesellschaft für Dialogkommunikation mbH, specializing in monetizing dialog media (package inserts, postal mailings, newsletter ads, banner ads, and standalone emails) on behalf of mail-order companies, online shops, and other businesses. The company sells these advertising spaces to third-party advertisers seeking targeted access to specific consumer demographics, managing the complete sales process including market processing, advertiser consulting, and order management. Its product portfolio spans over 40 partner companies across verticals including online pharmacies, tobacco retail, books, fashion, pet supplies, and pools.

Product overview

Dialoghaus Media Sales is a specialized media advertising and sales platform operated by Dialoghaus Beratungsgesellschaft für Dialogkommunikation mbH, based in Hamburg/Langenfeld, Germany. The company acts as an exclusive marketing agent for shipping retailers, online shops, and other companies, offering a portfolio of dialog media advertising products. The core product portfolio consists of: (1) Paketbeilagen — package insert placements in outgoing parcels of over 40 partner companies across diverse industry segments (pharmacies, books, tobacco, fashion, pet supplies, pools, travel, and more); (2) Online Advertising — newsletter banners, standalone emails, and website banners across partner digital properties (bio-apo.de, Zedaco.de, Tabak-Börse24, and others); (3) Postalische Mailings — direct postal mailing using partner customer address databases; (4) APO+ Gutscheinheft — a branded coupon booklet distributed through major mail-order pharmacies reaching 1 million customers twice yearly; and (5) Themenwelten — themed media channels organizing the inventory by consumer interest categories (health, books, food/drink, home/garden, beauty, etc.). Supporting services include cross-media advertising concepts that combine multiple channels, regional distribution targeting, product sampling campaigns, and a media exchange (Medientausch) for barter deals. The company also offers its own media monetization consulting and outsourcing services for companies seeking to monetize their shipping and address inventories.

Differentiator

Problem solved

Functional benefit

Products and services

• Paketbeilagen (Package Insert Placements) Placement of advertising inserts in outgoing parcels of partner shipping retailers and online shops, enabling advertisers to reach consumers directly through package shipments and access specific retail audiences. Available across over 40 partner companies.
• Online Advertising (Newsletter, Banner, Standalone Email) Online advertising inventory across partner websites and newsletters, including banner placements, newsletter advertisements, and standalone email campaigns. Offered through partner digital properties such as bio-apo.de, Zedaco.de, and Tabak-Börse24.
• Postalische Mailings (Postal Mailing Addresses) Sale of postal mailing addresses from partner company customer databases, enabling direct mail campaigns to targeted consumer segments selectable by demographics, purchase behavior, and geography.
• Medienvermarktung (Media Monetization Service) Exclusive media monetization service for shipping retailers, online shops, and other companies. Dialoghaus markets their dialog media — package insert slots, postal addresses, online ad inventory — to advertisers, generating additional revenue streams for partners. Full market processing, advertiser consultation, and complete order management included.
• APO+ Gutscheinheft (APO+ Coupon Booklet) A branded coupon booklet distributed through major mail-order pharmacies (Sanicare, medikamente-per-klick.de, Aliva, Eurapon, medicaria, APONEO) reaching approximately 1 million active pharmacy customers aged 40+. Published twice yearly in spring and fall, with special editions such as the 2024 EM (European Championship) Special.
• Sampling-Kampagnen (Product Sampling Campaigns) Distribution of physical product samples through partner parcel shipments, enabling advertisers to deliver product trials directly to consumers. Used for cosmetics, pet supplies, and food/drink categories.
• Medientausch (Media Exchange) Barter exchange service allowing partners to trade advertising insert space with other partners in the Dialoghaus network.

Named customers14 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

16 partnerships are on record, tiered core and minor.

• mediherz.decoreStrategic or Co-development PartnerVersandapotheke (mail-order pharmacy) founded 2005 with over 500,000 registered customers. Monthly shipping potential of 50,000 shipments within Germany. Dialoghaus exclusively markets their package insert spaces and advertising opportunities.
• medikamente-per-klick.decoreStrategic or Co-development PartnerVersandapotheke (mail-order pharmacy) ranking 4th in German online pharmacy market with 180 Mio. Euro revenue in 2021. Founded 2004 under Luitpold Apotheke in Bad Steben, approximately 200 employees, ships 24,000 packages daily from two logistics locations in Bavaria.
• ipill.decoreStrategic or Co-development PartnerVersandapotheke (mail-order pharmacy) from Adler-Apotheke in Gräfenhainichen with over 300,000 medications. Recognized as Top Shop by COMPUTER BILD multiple times. Part of Trusted Shops certified network.
• Fliegende-Pillen.deminorStrategic or Co-development PartnerArzneimittelversender (medicine mail-order) with large assortment including allergy, cosmetics, pain relief, mother & child products. Ships within 1-2 business days, accepts prescriptions.
• bio-apo.decoreStrategic or Co-development PartnerVersandapotheke (mail-order pharmacy) focused on homeopathy, naturopathy and holistic health. Founded 2005, over 500,000 customers, 240,000 annual packages. Partnership since 2014.
• Zedaco.decoreStrategic or Co-development PartnerTabak Spezialist (tobacco specialist) ranking Top 5 in Germany. 173,000 customers, approximately 10,000 articles, several hundred packages shipped daily from Emmerthal.
• Tabak-Börse24 (TABAKKÖNIG)minorStrategic or Co-development PartnerOnline tobacco shop founded 2015 with Günter Haese and his two sons. Offers over 8,000 brand articles including cigarettes, cigars, tobacco, smoking accessories, e-cigarettes and tobacco heaters.
• Rheinberg-BuchcoreStrategic or Co-development PartnerOnline book mail-order with German and international literature. Customers with middle to upper income aged 30-50, educated and versatile interests. Also covers films, games and calendars.
• AHA-BUCHcoreStrategic or Co-development PartnerOnline book retailer active for 18 years with extensive assortment including books, audiobooks, DVDs, games, calendars. Customers aged 18-60, education-oriented, culturally interested.
• Peek & Cloppenburg DüsseldorfcoreStrategic or Co-development PartnerFamily-managed fashion company founded 1900 in Düsseldorf. Leading multi-brand retailer in Europe with affluent customers. Offers package inserts in outgoing shipments.
• HEGAcoreStrategic or Co-development PartnerLeading wholesale for pet supplies in Germany since 1900. Largest logistics provider in BTG wholesale association. Drop-shipping for 300+ online shops, 300,000 packages annually to private customers.
• GlücksplanminorStrategic or Co-development PartnerPrize game club offering attractive games with material and cash prizes, travel cashbacks and shopping advantages. Members aged 60plus, responsive to mailings and advertising inserts.
• coUP Magazin (Coop eG)minorStrategic or Co-development PartnerExclusive member magazine of coop eG cooperative reaching 70,000+ engaged readers twice yearly. Sustainability-focused, brand-conscious audience with high quality of life.
• Paradies PoolminorStrategic or Co-development PartnerProvider of swimming pools, pool accessories and equipment near Dresden. Reaches brand-conscious, affluent homeowners with high purchasing power.
• Aulis Consult (various lists)minorStrategic or Co-development PartnerMultiple address lists including travel/hotel, pets, insurance, energy, health, reading, sweepstakes categories. Targets diverse demographics from Best Agers to families.
• APONEOcoreStrategic or Co-development PartnerNew distribution partner for the APO+ coupon booklet starting 2024. Expands distribution reach for the 1 million circulation coupon booklet campaign.

Scale indicators17 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• GroupM Germany: WPP's media-buying network operating in Germany. Handles media planning and buying across all channels for major advertisers, partially overlapping with Dialoghaus's cross-media offering from a buyer-side rather than seller-side perspective.
• Publicis Media Germany: Global media agency network with German operations, providing media planning, buying, and cross-channel campaign management. Competes with Dialoghaus for advertiser media budgets but offers much broader channel coverage.
• Serviceplan Group (Mediaplus): Largest independent agency group in Europe with media-buying operations across digital, print, and direct channels. Overlaps with Dialoghaus on cross-media campaign design and execution for German advertisers.
• IP Deutschland (RTL Group): Ad-sales house for RTL Group in Germany, monetizing TV and digital video inventory. A scaled media-sales counterpart to Dialoghaus but focused on broadcast/video rather than package inserts and direct mail.
• Ströer SE: Large German cross-media advertising company focused on out-of-home and digital out-of-home, with growing digital marketing offerings. Competes with Dialoghaus for advertisers' multi-channel budgets, but on a vastly larger scale and with broader channel mix.

Direct peers

• AZ Direct: Bertelsmann-owned direct marketing services company in Germany. AZ Direct sells address-based and direct-response advertising across similar mail-order and retail audiences, making it the closest functional competitor to Dialoghaus in the DACH market.
• Schober: German data-driven direct marketing company offering address lists, target-group segmentation, and direct-mail campaign services. Overlaps with Dialoghaus's postal-mailings and address-monetization products for retail and B2C advertisers.
• Deutsche Post Direkt: Address-marketing arm of Deutsche Post DHL providing postal address products, target-group selection and direct-mail services. Comparable to Dialoghaus's postalische Mailings product on a national scale.

Others

• Acxiom: Global data and identity services company. Provides addressable audiences and customer-data infrastructure similar to what Dialoghaus enables on behalf of its mail-order partners, but at enterprise scale.
• LiveRamp: Data connectivity platform enabling advertisers to use first-party data across channels. Adjacent to Dialoghaus's first-party-data retail-media proposition from a technology and infrastructure perspective.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dialoghaus_gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dialoghaus