First mover Coca-Cola relies on the programmatically bookable, digital Out of Home advertising venues. The home & living e-commerce platform home24 acted in advance as the exclusive test partner.
Gewista CEO Franz Solta said, about the innovation, "We have been working intensively on the market launch of ‘programmatic OOH by Gewista’ in Austria during the past few months and are now incredibly proud to be able to jointly present the first two campaigns with Coca-Cola along with home24, one of the largest online furniture companies in Europe. With this working partnership, we are taking a big step towards the digitalization of the Out of Home market and can offer our customers new, innovative and, above all, very attractive advertising opportunities."
Programmatic OOH by Gewista as a new "Advertising Lead Medium"
The current Coca-Cola Out of Home campaign is not only an iconic eye-catcher. It is also the first programmatic OOH campaign from Gewista. The Coca-Cola beverage company is using the new programmatic opportunities for a high-reach campaign launch for its Coke Zero product. "Our Coke Zero and Coke Light variants are not only popular with the young target group. They also represent the biggest growth potential in our portfolio of beverages. Together with MediaCom, we have been constantly looking for new ways to target consumers for nearly two decades. In the digital channels, we are largely programmatic and are pleased to now have this opportunity in the Digital Out of Home space," said Anuscha Kapdi of The Coca-Cola Company.
Kristina Zografova, Director Social & Programmatic at MediaCom, said, “Programmatic DOOH opens the door to creative and memorable campaigns using different data triggers. It also allows us to be more flexible and efficient by sending more targeted and more relevant messages targeting exactly the right time and place. Our MediaCom team is thrilled to be on the leading edge of programmatic OOH paving the way with our clients at the forefront."
For an ideal first step into this new era, Gewista enlisted key, internationally experienced support in advance. home24 acted as the exclusive pre-launch test partner prior to the launch with Coca-Cola and, together with their DSP Splicky, put Gewista's technology and processes through their paces. According to Madlen Siegling, Team Lead Programmatic Display at home24, "Innovations have always been at the top of the agenda at home24 and contribute greatly to our performance. We have already been able to gain a lot of experience with Programmatic OOH in Germany and Switzerland, which we now want to apply in Austria. A key Gewista USP is the extensive data focus, the target group-oriented targeting which creates high-quality reach. This gives programmatic OOH by Gewista international flagship status and will serve as a business model for message digitalization in many countries."
"We are grateful for the trust Coca-Cola has placed in us by becoming a first mover and we also thank our valuable partner, home24. The two campaigns demonstrate very clearly that we have an exciting digital and, above all, pioneering, OOH future ahead of us at Gewista," said Gewista Chief Sales Officer, Andrea Groh, about the first programmatic campaigns.
Gewista’s leading supply-side platform (SSP) VIOOH was already active in 15 markets and is now active in sixteen, with more launches coming soon.
By leveraging VIOOH's SSP and access to Gewista's market-leading OOH inventory, this new partnership enables more advertisers to mount high-impact, data-driven DOOH campaigns across Austria.
This new offering also enables advertisers in this market to use trigger-based buying for programmatic DOOH campaigns, using data info on location, weather and environmental conditions, for example. This means campaigns can be adjusted or selectively displayed when certain criteria are met.
"We are very excited to announce our programmatic Digital Out of Home offerings in Austria in partnership with Gewista," said Jean-Christophe Conti, CEO of VIOOH. "By leveraging VIOOH's SSP and accessing leading OOH inventory, this programmatic offering will enable advertisers in this market to create high-quality, targeted and flexible DOOH campaigns across Austria, and ultimately make their OOH media expenditures much more efficient," Conti added.
The person responsible for the launch of "programmatic OOH" in Austria is digital expert Florian Wagner, who heads the "Data & Programmatic Strategy" department at Gewista, which was newly founded a few months ago.
You can read more about Gewista's leadership here: https://www.gewista.at/de/programmatic