7,000 MediaMarkt screens now available for programmatic booking
Goldbach Austria: Programmatic digital out-of-home offering grows significantly.
As a result, the range of digital out-of-home advertising spaces marketed by Goldbach, which can be programmatically targeted, comprises a total of 7,898 screens at 756 locations throughout Austria, with 85.17 million gross contacts in 2 weeks.
A total of up to 3.5 million advertising contacts per week can be achieved via the screens in the Media Markt stores. The screens are distributed in the checkout area as well as in the white goods, computer, entertainment and TV departments, which means that MediaMarkt customers* come into contact with the advertising media several times at the point of sale. In addition to the classic targeting options, such as location and time, campaign efficiency can be further increased with first party, second party or third party data. The 10-second spots are broadcast in a 600-second loop.
"We have been focusing on the consistent expansion of in-house media channels for years and thus offer the advertising industry, especially our supplier partners, the possibility to use these retail media products efficiently. The step of programmatically connecting all our in-store TVs together with Goldbach underlines our passion for digital innovation and automation," says Andreas Höglinger, Marketing & eCommerce Director of MediaMarkt Austria.
The majority of the Goldbach Austria DOOH network is now programmatically connected, offering maximum flexibility for agencies and advertising customers. The screens are located throughout Austria in metropolitan areas but also in rural areas. The network reaches 64.6% of all Austrians between the ages of 14 and 69. Intelligent targeting options or synchronization options, for example with mobile advertising, increase relevance and efficiency.
"In the future, digital first will also be the name of the game in outdoor advertising, because the opportunities in this area are growing practically every day. Programmatic digital-out-of-home advertising is the contemporary form of advertising to enable data-based real-time campaigns in the public domain with video ads. The fully automated and individualized use of advertising space offers maximum flexibility and can adapt campaigns to the real environment, which increases the attention of the target group," says Ralf Schalkhammer, Sales Director TV & DOOH at Goldbach Austria.