The market for programmatic advertising continues to grow: following the global innovation of Cinema, the traditional print medium has also been connected to the corresponding ecosystem since this year, which has now seen the world’s first programmatic booking of advertisements in a daily newspaper.
For its client KIA Germany, the agency Breitengrad from Essen used the digital planning and booking channel for the first time to present ads to the target group in NRW and Bremen in a local environment. With a frequency of six ads in five different areas, the campaign achieved over 8.5 million contacts.
Oliver Noack, Managing Director of Breitengrad, found strong partners for this first mover campaign, which involved around 60 Kia partners from five regions, in pryntad as the programmatic inventory provider, SSP1 on the supply side and Virtual Minds Active Agent DSP on the buy side.
The digital planning, booking and reporting logics offer a completely new level of efficiency.
Target groups can also be addressed in print media
“Programmatic print can really come into its own with regionally targeted campaigns such as retailer campaigns – especially in premium environments. The digital planning, booking and reporting logics offer a completely new level of efficiency here,” explains our Managing Director Ralf Hammerath.
The integration of print as a supplement to digital advertising campaigns is noticeably reduced in its complexity by the programmatic booking process. The target group targeting typical of programmatic advertising campaigns is simply transferred to print bookings. For example, regional targeting or seller-defined audiences according to the IAB taxonomy are used. “On this basis, digital target groups can be very easily extended from digital to print. Together, they achieve an optimal campaign result for the customer,” explains Anja Visscher, Co-Founder of pryntad.
Oliver Noack adds: “Print can now be mapped and measured, especially in the cross-media interplay of the individual channels with regional targeting in a programmatic campaign.”
