Hamburg, 3 November 2022. Print goes programmatic: Together with pryntad, Virtual Minds and Ad Alliance, pilot Hamburg is using digital, data-driven print buying for its client CEWE for the first time. The first mover case is part of the classic annual campaign of the European market leader in photofinishing, whose media budget is managed by pilot Hamburg. As part of this collaboration, the first of its kind in Germany, the programmatic print planning was realised by pilot Hamburg. Virtual Minds provides the programmatic booking platform (DSP) with Active Agent, Ad Alliance acts as publishing partner and pryntad is the programmatic inventory provider.
The new booking process is used for selected titles and publication dates that have not yet been booked in the traditional way as part of annual planning. The Ad Alliance has defined a selected set of titles that can be booked programmatically via the Active Agent DSP with pryntad as SSP partner. The aim of all partners is to establish programmatic print as an innovative, promising and efficiency-optimised booking option.
The pilot case covers a total of eight titles and publication dates in CEWE’s communication planning for the fourth quarter of 2022, which is considered the most relevant and strongest sales period of the year for the entire industry. As part of the first mover, the booking takes the form of a guaranteed deal with fixed prices and titles. On request, pryntad will provide an open bidding process with a variable floor price and short-term placements, which can be accessed directly via DSPs in future.
As part of Programmatic Print, advertisers and agencies can book print advertising according to digital principles. With the help of pryntad’s offer aggregation, which uses OneTechGroup/SSP1 technology as a print SSP and via the current DSP partner Active Agent, an inventory of over 13,000 print media can be accessed. The booking process is basically the same as for other programmatic bookings: After specifying the targeting criteria, selecting the title and defining the campaign data such as time period, etc., a bid is submitted and delivered in accordance with the bid acceptance. This is followed by reporting.
Fabian Schwartz, Senior Manager Media at CEWE: “We are delighted to have the opportunity to be one of the first advertisers to participate in this innovative print booking case. We believe in the milestone character of this implementation for a more efficient print purchasing process for daily newspapers as well as trade journals and general press in the future. With pilot and Ad Alliance, we have strong and trustworthy partners at our side for this first-mover project.”
“Thanks to pryntad, print media can now also be easily booked programmatically via the Active Agent DSP,” explains pryntad co-founder Anja Visscher. “Together with pilot, CEWE, Virtual Minds and the Ad Alliance, we are demonstrating in this first case that large print campaigns can also be handled via the Programmatic Unit.”
Lisa Klang, Head of Consulting Media at pilot, adds: “As a big fan of classical music, I am delighted about this push by the medium towards a more dynamic future. The planning options that this can open up for advertisers are exciting and diverse. I am all the more pleased to be able to support this first-mover case with our client CEWE.”
“As a leading European programmatic technology provider, our goal is to open up all traditional media and channels programmatically for advertisers and agencies,” explains Ralf Hammerath, Managing Director of Virtual Minds. “By connecting print to the programmatic ecosystem and embedding it omnichannel on Active Agent, the communication opportunities for the advertising industry based on efficient digital booking logics are once again multiplied considerably. This benefits everyone involved.”
Frank Vogel, Managing Director of Ad Alliance: “It is part of our cross-media DNA to provide access to our inventories via all booking channels that offer advertisers added value. A programmatic route for print is not only a milestone for the genre and its future viability, but also significantly increases the attractiveness of the medium – also for new customer segments.”
About Virtual Minds
Virtual Minds has stood for premium adtech made in Europe for over 20 years. Virtual Minds’ digital and media technology brands – Adition (enterprise marketing platform and ad serving), Active Agent (omnichannel DSP), The Adex (data management platform and cross-device media solutions), Yieldlab (omnichannel SSP) and the Virtual Minds Media Manager (realtime playout of classic linear media inventories) – are among the top European and international solution offerings in their respective segments and together form the leading European modular full-stack offering for the digital advertising market.
Virtual Minds’ international customers include large publishing and TV companies and their marketing units, agency groups and numerous top advertisers.
Virtual Minds GmbH is a 100% subsidiary of ProSiebenSat.1 Media SE.
About pilot
pilot is one of the largest independent and owner-managed agency groups in Germany. Having started out as a media agency for traditional and digital media, pilot is now a full-service provider for effective brand communication. More than 500 experts from various specialist areas work together in an integrated manner at the locations in Hamburg, Munich, Berlin, Stuttgart, Nuremberg and Mainz. This is how pilot creates innovative communication solutions that enable brands to successfully reach their target groups in the modern marketing and media landscape and demonstrably achieve greater impact. pilot is a founding member of the global agency network Local Planet. Among pilot’s clients are well-known national and international companies from a wide range of sectors – including Amorelie, Betway, CEWE, Dr Oetker, GetYourGuide, Hochland, Stage Entertainment, Smyths Toys Superstore and Techniker Krankenkasse.
About pryntad
pryntad is the digital marketplace for the placement of adverts in magazines and newspapers. As a print SSP, pryntad enables over 13,000 print media for programmatic bookings via connected DSPs. Founded in 2019, the company is backed by former media managers Philipp Wolde, Martin Kaltwasser and Anja Visscher.
About Ad Alliance
Ad Alliance is a leader in customised, cross-media brand communication and is responsible for the sale of advertising space for the channels and offerings of RTL Deutschland, the SPIEGEL Group, the rtv media group and the video and technology specialist smartclip – across all communication channels.
communication channels. Ad Alliance is also a service provider for Media Impact and markets their high-reach print and digital brands on their behalf. The marketing includes around 500 media brands across five genres – TV, print, digital, ATV and audio – and thus reaches almost 100 per cent of the German population.
