Tag: REWE

AD ALLIANCE’S TV FREQUENCY CAPPING FOR REWE

9. 12. 2024 Challenge: Overcoming the “Wearout Effect” Advertising often loses its impact after multiple exposures, a phenomenon known as the “wearout effect,” which reduces effectiveness. To address this, Ad Alliance developed a solution to control TV campaign contact frequency per household using Smart TVs. The goal was to maintain the impact of REWE’s image ads while promoting the REWE app. The Solution: TV Frequency Capping Studies show that seeing ads multiple times helps cement a brand’s message in people’s minds after a certain number of views. However, any more than this number of views contributes to wear-out. To combat wear-out, Ad Alliance introduced the world’s first automatic TV frequency capping.

RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING

28. 11. 2024 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.