Wiener Zucker and Goldbach Austria set new standards in addressable TV advertising 

Wiener Zucker - an AGRANA brand - together with Kinesso, the special unit of media agency UM PanMedia, was the first customer to use the programmatic implementation possibilities of moving images on addressable TV from screen marketer Goldbach Austria. The advertising material was placed via Addressable TV in the linear TV program of the entire TV network, with the spot being played directly on the selected channel after the switch. This meant that viewers' full attention was focused on the 10-second commercial for Wiener Zucker. 

“The novelty of this campaign is the integration of video content into a programmatic addressable TV campaign in addition to the usual L-shaped static banner format. This gives the spot increased attention. Addressable TV was used here as a gateway to play out content in the linear program outside the classic advertising blocks, making optimum use of the advantages of both TV worlds,” says Rebecca Prinz, Teamlead Programmatic at Goldbach Austria, explaining the first mover campaign.

The campaign was broadcast on the Goldbach Austria channels DMAX, TLC, Comedy Central, Kurier TV, HGTV and Tele 5 and achieved 383,522 impressions over its four-week runtime.

AGRANA is delighted to have the opportunity to participate in the further development of the media channels: “It is a great opportunity to be the first of its kind to use campaign formats and thus make both our brand and our message particularly tangible.”

“We have been relying on programmatic campaign solutions with a focus on Goldbach Austria's big screen for some time now. As we are always on the lookout for innovative solutions to give our customer campaigns even more attention and efficiency, we saw great potential in this programmatic implementation,” says Viktoria Feiks, Head of Addressable at Kinesso Austria.

Implementation:
Client: AGRANA Sales & Marketing GmbH
Media agency: UM PanMedia with Kinesso / Viktoria Feiks, Constanze Pichler, Ágnes Papp
Media marketing/services: Goldbach Austria / Rebecca Prinz