Premiere for d-force: ProSiebenSat.1 and Mediengruppe RTL Deutschland have now won their first advertising client for their joint venture together with PREX, the programmatic trading desk of the Serviceplan Group.
For ING, the largest direct bank in Germany, PREX is realizing an addressable TV campaign in the two largest German addressable TV portfolios via Active Agent, the programmatic booking platform (DSP) used by d-force. For the first time, ING is able to implement a target group-specific campaign via the inventories of both joint venture partners and thus achieve maximum reach. The four-week branding campaign with the claim “You can” addresses the financially interested target group of 20 to 49-year-olds based on data. It is played out fully automatically by the Active Agent DSP in the brandsafen premium environments of the Ad Alliance and SevenOne Media. The attention-grabbing SwitchIn XXL is used as the advertising medium.
“We are delighted that ING, a brand that stands for digital progress, is a first mover in campaigns with d-force, underlining the innovative nature of the offering,” explains Julian Simons, Managing Director of PREX. “With the cross-media and cross-marketer programmatic planning and bookability of target groups and environments via one platform, d-force makes a significant contribution to reducing the fragmentation and complexity of addressable TV and video campaigns and thus makes a significant contribution to greater efficiency in combined moving image campaigns.”
And Wera Eisenmann, ING Germany, explains: “Moving images play an important role in ING’s media mix. The possibility of achieving additional and individually addressable target group reach easily and from a single source with programmatic addressable TV via d-force convinced us. Strengthening the portfolios was a basic prerequisite for us to continue focusing on Addressable TV. In this respect, #dukannst can also be seen as an expression of recognition for the new and innovative offering.”
New products and solutions at dmexco
As announced, d-force will present its first cross-marketer and cross-station group products and solutions at dmexco 2019. Advertisers and agencies will then be able to use comprehensive frequency capping via the Active Agent DSP and sustainably optimize the advertising impact by holistically controlling the contact dose. The numerous targeting options will also include standardized demographic target group segments that can be addressed across all environments and end devices. In addition, customers will receive comprehensive campaign reporting.
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.
