Branding meets performance: 20 Minuten Advertising launches Brandformance Ads

20 Minuten Advertising launches a new advertising solution that combines branding and performance. The Brandformance Ads will be played on 20 Minuten's online inventory and will be marketed together with Goldbach Advertising Services with immediate effect.

Zurich, May 9, 2022 - 20 Minuten Advertising is launching a new brand performance product. This allows advertisers to focus not only on branding but also on sales for their campaigns and to optimize their advertising measures on an ongoing basis. The new brand performance ads can be played out immediately on 20 Minuten online and in the 20 Minuten app.

Advertisers benefit from a hybrid pricing model consisting of a fixed cost-per-mille and a variable share depending on the leads or conversions achieved, such as bookings, newsletter sign-ups, offer requests, registrations, etc. Purchasing is done programmatically to take full advantage of targeting and data.

Séverine Hubatschek, Managing Director of 20 Minuten Advertising, explains: "Advertisers now have the opportunity to align their campaigns with both branding and performance goals. With Brandformance Ads, they thus benefit from the implementation of maximally efficient advertising measures."

The new Brandformance product is the result of a test and analysis phase. Based on various campaigns of the last two years, 20 Minuten and Goldbach Advertising Services examined the brand uplift and the sales effect across different product groups. Accordingly, the brand performance campaigns on 20 Minuten Online use high-reach, high-quality and particularly high-performance display formats such as Ricchi, Rectangle or Wideboard Ads.

The new brand performance ads can be booked immediately with 20 Minuten Advertising or Goldbach Advertising Services. The service also includes consulting with individual offer design as well as the technical set-up of the campaign with dashboard and ongoing campaign optimization on the part of Goldbach Advertising Services.