For the promotion of its current campaign, the telecom provider Drei relies on the programmatic DOOH network of Gewista. Drei is the first customer in Austria to use the new possibilities of the booking and trading platform VIOOH - the programmatic future, which has been developed by the JCDecaux Group. The newly created term VIOOH stands for View and Out Of Home, and enables the individual, programmatic and flexible booking of digital OOH advertising.
Drei was the first company to book digital City Lights in a programmatic way at one of Vienna's hot spots with the widest reach, the subway area at Vienna's Karlsplatz, which Gewista offers exclusively. Booking via the new trading platform VIOOH, it is possible to book one or different so called channels or even very special locations from one, single channel. Drei impressively stages its message creation on all 72 screens placed along the escalators at Karlsplatz and has booked one individual sector of the so called "Escalator Net" which consists exclusivel y of screens along the escalators in the subway stations at Stephansplatz, Westbahnhof, Schwedenplatz and Karlsplatz. This targeting is one of many possibilities offered by the new VIOOH. All of Gewista's digital City Lights can be booked and assigned i ndividually or exclusively in ten second spots, which run in a 60 second loop.
The creation of this year's autumn campaign of Drei responds to the individual needs of the customers, so the selection of City Lights has also been re staged and offers a new form of image flow staging, in which stories merge and flow into each other across all screens.
Because, as of September 30th, customers who register for the Internet at home will receive a 50 inch 4K SmartTV from Samsung for 0 Euros and one month of free Drei TV. This concentrated trio is played out in the specially created spot with the core message of the fall campaign "Simply make entertainment more exciting,“ adapted to the time of day and by target groups. In order to demonstrate the versatility of entertainment, the headlines read "Makes movie nights simply more exciting" or "Makes home games simply more exciting.“
"With this new and innovative form of advertising in Austria, a new era of advertising campaigns is dawning and we can reach our customers in an individual and daytime adapted way. In this way, we keep moving to get closer to our customers step by step, according to the motto 'Drei makes it easy,'" says Sabine Hiemetzberger, Head of Brands and Communication at Drei.
"We are pleased," says Gewista CSO Andrea Groh, "to have won our first dynamic client, our first mover, Drei, for our new programmatic trading platform VIOOH. VIOOH is optimally adjusted to the possibilities offered by the screens along the escalators and leaves a lasting impression through the image flow staging technique. The future of digital outdoor advertising is incredibly exciting and the VIOOH platform will greatly accelerate the growth of this medium."
VIOOH - the programmatic innovation in the digital booking sectorThe newly launched planning tool VIOOH is an innovation in the digital booking sector from the JCDecaux Group. VIOOH is an integrated planning and trading platform and offers the user a complete solution for automated purchasing, dynamic content display and the future programmed trading of digital inventory elements.
The platform is already fully integrated in numerous markets within the JCDecaux Group, including the UK, USA, Belgium, Spain, Italy, Hong Kong, Australia, Denmark, Finland, Germany, Singapore, Dubai, Norway and the Netherlands.
Since Out of Home is by nature a "one to many" medium, VIOOH complies with the requirements of the basic data protection regulation and will always strictly implement all rules to protect the personal data of citizens and users. Here you can find more information about VIOOH - the programmatic future!
Client: Hutchison Drei Austria GmbH
Out Of Home advertising form: DOOH escalator network at Karlsplatz Vienna
Duration: September 28th – October 4th, 2020
Christian Brandt Di Maio
Corporate Communications Manager/Press Spokesman
Mobile: +43 664 1000 807