STRENGTHENING DIGITAL PRESENCE IN THE NON-FOOD SECTOR
Through a three-month Adform test campaign, Tchibo launched programmatic advertising in Austria for the first time.
The goal of the test was to identify suitable Private Marketplaces (PMPs) for an Always On approach.
The largest websites in Austria were tested as PMPs in the non-food and food sectors.
The best performers became part of the Always On Programmatic Campaign.
For display banners, the main KPI was the viewability rate;
for video, it was the video completion rate.
EFFICIENT PROGRAMMATIC MEDIA BUYING VIA ADFORM
netzeffekt supported Tchibo AT step by step in building the Adform DSP.
The initial setup of the jointly defined programmatic deals was carried out with selected Austrian media houses and key AT publishers.
Test campaigns were launched in the food and non-food areas, and joint target KPIs were defined.
In a two-phase process, display and video ads were purchased programmatically via Adform, followed later by CTV and Spotify.
The operational management of the DSP and ongoing campaign handling are also performed by netzeffekt.
In the interest of efficiency, HTML5 display banners were conceptualized and produced by netzeffekt in collaboration with Tchibo AT.
An AI-powered banner optimization tool was also used to ensure optimal performance.
WHAT WAS ACHIEVED?
Increased internal efficiency by consolidating digital media buying through the Adform DSP
Identification of top-performing placements for the planned Always On programmatic campaign
Optimization of digital display banners and videos
Achieved strong programmatic viewability rates over 80% and video completion rates over 85%
Increased digital advertising reach while reducing average digital CPMs
Boosted revenue and website visits
Birgit Gänsbacher,
Head of Digital Marketing & Brand
