The first best practice highlights in the new advertising world were presented by first-mover Coca-Cola and test customer Home24. In a keynote address, Florian Wagner, the head of Gewista’s "Data & Programmatic Strategy" unit, outlined and explained the pathway from the first programmatic steps in Austria to the ultimate introduction of "Programmatic OOH by Gewista."
Internationally unique outreach data
On the panel, Anuscha Kapdi and Katharina Roessl (The Coca-Cola Company), Madlen Siegling (home24), Kristina Zografova (MediaCom) and Florian Wagner (Gewista) shared their first experiences with Programmatic OOH by Gewista. A key feature is that the programmatic campaigns can be flexibly adjusted during their runtime based on the data already collected and can be updated and improved in real time. In addition, the new database offers much more precise targeting with internationally unique outreach data. The result is better measurability and greater campaign impact.
"In our 101st year, we are reinventing ourselves,” said Gewista CEO Franz Solta, who sees the new booking platform VIOOH as a “gamechanger” for the Austrian market and also referred to the global success story. "In Gewista's long history, we are now opening a new chapter as the company is virtually reinventing itself in its 101st year. Innovation has always been high on our agenda. With our application of digital possibilities, we are now bringing clients’ advertising messages even closer to the target groups," said Mr. Solta.
Appropriately, Florian Wagner analyzed the process of the last few months. He said, "In terms of strategic planning, we have initiated a new phase of cooperation with our first programmatic customers, and with great success. This is demonstrated by the results of our first steps. We have worked through numerous case studies and have tested a number of possibilities. We are already looking forward to the launch of next-step campaigns and exciting new targeting scenarios that are powered by Gewista’s Programmatic OOH."
Among others, Alexander Binder (Hutchison Drei), Jürgen Stecher (IPG Mediabrands), Roman Mende (IPG Mediabrands), Petra Hruska (IPG Mediabrands), Christoph Truppe (adverserve), Katharina Krischke (DEPOT), Olga Kundius (Nespresso) were on site. Florian Schwap (SalzburgMilch), Gabriele Blach (OMD), Roswitha Rieger (Publicis), Bettina Bauer (IKEA), Kamila Stojanovová (German National Tourist Board), Ines Volpert (Westbahn Management), Günther Haas (Raiffeisen) and Antonia Schnaderbeck (Wavemaker).