Düsseldorf/Vienna, 15.12.2020. ADITION technologies, provider of the programmatic omnichannel booking platform Active Agent, and Goldbach Austria, Austria’s leading omniscreen marketer, have entered into a partnership. The subject of the cooperation is the purchase of programmatically available Goldbach DOoH inventory via the Active Agent DSP (demand-side platform). Through the cooperation with Goldbach Austria, ADITION technologies is now extending the use of its Active Agent DSP in the Austrian market to the medium of digital outdoor advertising for the first time.
Austria’s largest overall DOoH offering is gradually becoming programmatically bookable
Advertisers and media agencies can now use the Active Agent DSP to programmatically book ÖBB Werbung’s DOoH network marketed by Goldbach Austria – currently 101 digital screen systems in 9:16 format at Austria’s 77 largest railroad stations – and play out outdoor advertising campaigns with a volume of 26 million ad impressions within two weeks in real time based on data. The bookable inventory offering is to be successively expanded in the future. The Goldbach Austria DOoH network currently comprises over 8,500 screens at around 700 locations with more than 110 million gross impressions in two weeks. Advertisers thus reach 62.1% of all Austrians between the ages of 14 and 69. Goldbach Austria thus provides the widest-coverage overall offering in the field of digital out-of-home advertising in Austria.
Innovative programmatic solutions for DOoH and more
With the programmatic bookability of Goldbach Austria DOoH inventory via the Active Agent DSP, advertisers in Austria now have the opportunity for the first time to book and control genuine omnichannel campaigns across all media from a fully automated platform (desktop, mobile, video, CTV, ATV and more). In addition to numerous options for target group-specific targeting of DOoH campaigns via the Active Agent DSP, they can also use innovative solutions such as proximity targeting and “footfall measurement”, which ADITION technologies also offers in Austria together with its partner Adsquare. “Footfall Measurement” enables the recording and analysis of visitor flows to make the advertising impact of DOoH campaigns transparent from advertising contact on the screen to conversion in the store and to systematically optimize them.
Josef Almer, Managing Director of Goldbach Austria, says: “We have been one of the first providers worldwide to use DOoH programmatically for over four years and have recently been able to improve our technological setup enormously. By working with ADITION technologies, we are taking an important next step. We can further expand our potential customer base in the area of programmatic bookings and also offer those customers and agencies that work with the DSP Active Agent automated access to our DOOH network. In addition, we are very broadly positioned with our offering and cover all screen media as a marketer. The omnichannel orientation of the Active Agent DSP makes the cooperation with ADITION technologies even more important for the future in this respect.”
Ralf Hammerath, CEO of ADITION technologies, explains: “The Active Agent DSP stands for the entire spectrum of innovative programmatic advertising – regardless of the media and screens. It is important to us to highlight the versatility of the inventories, target groups and reach that are accessible via the Active Agent DSP, as well as their individual appeal, and to make their performance potential fully available to the advertising industry. This also applies in particular to digital outdoor advertising, for which the Active Agent DSP offers innovative solutions for highly effective and efficient campaign management. We are delighted that Goldbach Austria has recognized this strength and wants to work with us to exploit the full potential of its DOoH inventory.”
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.
Goldbach Austria GmbH comprises Goldbach Audience Austria and Goldbach Media Austria and markets media and offers from the TV, online, mobile, smart TV and digital out-of-home sectors. Our focus is on consulting and processing expertise with a clear focus on intelligent multi-screen networking and efficient addressing of target groups. Brand messages are played out on the right screen at the right time to the right person. We rely on the optimum combination of wide reach, high-quality advertising environments and innovative products in all the media categories we market in order to address advertising customers optimally from a single source.
Goldbach Austria GmbH is a subsidiary of Goldbach Group AG, based in Küsnacht, Zurich. Goldbach Group AG operates in Switzerland, Austria and Germany and is a TX Group company.