Context
REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with local offers to potential REWE customers at the nearest store. These offers would automatically update every week for over 2,000 retailers across Germany.
The difference between classical geo-targeting and this is that we took areas of over 2,000 retailers which were supplied with individual campaign budgets and advertising creations. For this reason, we could set up a unique campaign for each of the 2,000 individual retailers. Automatically and in real-time.
This data processing was made possible by Ad Alliance’s innovative retailer solution (explained below). Using this solution and an AI developed by REWE, weekly data about offers from over 2,000 retailers was seamlessly integrated into the Switch In XXL (a larger L-shaped banner). This integration displayed ads regionally, featuring up to 100,000 products with specific prices and availability. Various adaptive systems allowed individual control and enhancement of over 2,000 retailer budgets, targets, and motifs with location-specific offers. The Ad Alliance retailer solution managed all these processes automatically through a single booking, resulting in significant cost savings and highly efficient campaigns.
Creative Minds
The retailer solution was developed by Ad Alliance in co-operation with Smartclip. The technical solution on which the submitted campaign is based is the product “Retailer Solution”. REWE has developed its own AI that dynamically pushes the individual product data of that distinct retailer into the respective advertising material in real time. Ad Alliance’s technology then ensured that the individually and dynamically compiled advertising materials were played out in the right region with the right budget. A data clean room was not necessary for this setup.
The REWE campaign was implemented centrally via Ad Alliance’s retailer solution. Various technical interfaces were also involved in the implementation, including Cynapsis and Flashtalking as external partners, to control the retailer-specific ad and steer the Dynamic Creative Ads.
Ad Alliance was responsible for the campaign in tight cooperation with the REWE media team and the agencies PIONn3ERS and OMD Germany.
Results
For REWE, it was a TV revolution and proof that a decision for sustainability can also be a decision of competitiveness. Consumers are also enthusiastic. According to a research study, every second respondent who saw the campaign perceived the offer via the ATV advertising medium as a good alternative to the paper brochure. 44 percent were more curious about the current REWE weekly offers and 71 percent of those surveyed would consider REWE for their next purchase.
They have created a functional solution that may be viable to use in the future of retailer marketing. It offers great potential for companies and sectors that want to extend their offer and product communication to the big screen with a wide reach and in a creative and location-based way.
Source: egta knowledgehub
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