29.01.2024
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News & Insights overview
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Bayer is the first company to use Goldbach's Dynamic Ad Insertion solution

In media advertising for its OTC brands Supradyn®, Aspirin® and Bepanthen®, Bayer Austria is relying on a new, forward-looking solution from Goldbach to further increase its advertising impact. Thanks to Dynamic Ad Insertion (DAI), even hard-to-reach target groups can be reached directly on the TV set.

In addition to the streamers who are addressed via Goldbach Austria's Connected TV station portfolio, the new solution also appeals to viewers on linear television who could not previously be reached via an Austrian advertising window. This is made possible by digital advertising transmission of DAI spots via the A1 Xplore TV boxes. Screen marketer Goldbach Austria markets these digitally superimposed advertising windows on linear TV for the channels Deluxe Music, Tele5, HGTV, Warner TV and Euronews exclusively in Austria.

Bayer already successfully relied on Goldbach's Connected TV solutions last year. In the current campaign - EssenceMediacom is the responsible media agency - a relevant part of the campaign volume will be used to broadcast the DAI (Digital Ad Insertion) spots on the exclusively marketed channels.

The highly frequented new location is situated on one of Vienna's most important commuter entry and exit roads, making it an important piece of the puzzle for national or regional campaigns in and around Vienna and also extremely important for addressing local target groups. It thus offers national and local relevance in symbiosis, supplemented by quality and local significance. The screen is not only large, highly visible, digital and controllable, but also predestined for special installations or special forms of advertising due to the special structure of the location. There are no limits to creativity.

Goldbach Austria Sales Director Marcus Zinn is delighted about the prominent new location in his DOOH network.

"As the No. 1 in the Austrian OTC market, it is important to us as the Consumer Health Team of Bayer Austria to communicate with our target groups in a targeted manner and using the latest technological trends. We are pleased to be the first company to use the DAI extension of CTV campaigns and thus to include another innovative advertising format in our media mix, which enables us to address our consumers in an even more relevant way. The transparent reporting provided also enables us to make a clear evaluation," comments Felix Freund, Country Commercial Lead Consumer Health, Bayer Austria, on the intention behind the decision to use this innovative form of advertising.

Dynamic Ad Insertion available via A1 Xplore TV boxes in live mode

With the Dynamic Ad Insertion offers, Goldbach Austria recently expanded its Advanced TV portfolio, which also includes Addressable TV, Connected TV spots and ads as well as the platform brands DAZN, Discovery+ and Pluto TV. DAI spots can be played out on TV sets in a personalized and targeted manner depending on the target group. The expertise of marketing professional Goldbach and technology leader A1 complement each other in the implementation of this innovation in the advanced TV sector.

Matthias Lorenz, Chief Transformation, Market & Corporate Functions Officer of cooperation partner A1: "With DAI, we are bringing Internet logic to television and making TV advertising personalizable and measurable. Combined with shorter turnaround times and the possibility of regionalization, we are creating the conditions for the TV advertising of the future."

News & Insights overview