Gewista presents its first programmatic out of home campaign
VIENNA, Austria - 12th May 2022 – With its first programmatic out of home campaign, the out of home market leader, Gewista, is hitting another important milestone together with the leading global digital out of home marketplace, VIOOH, and MediaCom, as part of its digitization journey. The first mover Coca-Cola relies on the programmatically bookable, digital out of home advertising space, and Home24 previously acted as the exclusive test partner.
Gewista’s CEO, Franz Solta, on the innovation: "In the past few months we have been working intensively on the market launch of "programmatic ooh by Gewista" in Austria and are now incredibly proud to work with Coca-Cola and Home24, one of the largest online furniture companies in Europe to present the first two campaigns together. We are thus taking a big step in the direction of digitizing the out of home market and can offer our customers new, innovative and, above all, very attractive advertising options.”
Programmatic OOH by Gewista as the new “leading advertising medium”
The current Coca-Cola out of home campaign is not only an iconic eye-catcher but also the first programmatic OOH campaign by Gewista. The beverage company uses the new, programmatic offering to secure a high-reach campaign for the Coke Zero product. “Our Zero and Light variants are not only popular with the young target group, they also represent our greatest growth potential in the portfolio. Together with MediaCom, we have been looking for new ways to address our consumers in a targeted manner for almost two decades. In the digital channels, we are mostly programmatic and are pleased that we now also have this opportunity in the digital out of home area," said Anuscha Kapdi, Brand Manager Austria at The Coca-Cola Company.
Kristina Zografova, Director Social & Programmatic at MediaCom: “Programmatic DOOH opens the door to creative and memorable campaigns using different data triggers. It also allows us to be more flexible and efficient, by sending more targeted and relevant messages only at the right time and place. Our MediaCom team is thrilled to be on the forefront of programmatic OOH and pave the way with our clients first.”
For an optimal start into a new era, Gewista got internationally experienced support in advance. Before the start with Coca-Cola, Home24 acted as the exclusive pre-launch test partner and, together with their DSP Splicky, put the Gewista technology and processes through their paces. Madlen Siegling, Team Lead Programmatic Display at Home24: “Innovations have always been at the top of the agenda at Home24 and should contribute to our performance. We have already gained a lot of experience with programmatic OOH in Germany and Switzerland, which we now want to use in Austria. A key Gewista USP is the extensive data focus - the target group-oriented targeting creates high-quality coverage. This makes programmatic ooh by Gewista an international figurehead and will serve as a role model in many countries when it comes to digitization."
"We are very pleased with the trust that Coca-Cola has placed in us as a first mover, and we also thank our valuable partner Home24. The two campaigns show one thing very clearly: we have an exciting digital and, above all, groundbreaking OOH future ahead of us at Gewista," said Gewista’s Chief Sales Officer, Andrea Groh, on the first programmatic campaigns.
The leading supply-side platform (SSP) VIOOH has already been active in 15 markets and now with the addition of Gewista is active in 16 markets, with more launches to come.
By leveraging VIOOH's SSP and with access to Gewista's market-leading OOH inventory, this new partnership will enable more advertisers to create high-impact, data-driven DOOH campaigns across Austria.
This new offering also enables advertisers to use trigger-based buying for programmatic DOOH campaigns in this market, for example by using data on location, weather and environmental conditions. This means that campaigns can be adjusted or only shown if certain criteria are met.
"We’re thrilled to announce our programmatic digital out of home offering in Austria in partnership with Gewista," said Jean-Christophe Conti, Chief Executive Officer at VIOOH. "By leveraging VIOOH's SSP and with access to Gewista’s leading OOH inventory, this programmatic offering will enable advertisers in this market to create high quality, targeted and flexible DOOH campaigns across Austria - and ultimately make their OOH media spend much more efficient, " Conti added.
VIOOH is a leading global digital out of home marketplace.
Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. With the launch of Austria, VIOOH currently trades programmatically in 16 markets, with more to follow.
With more than 350 employees, the Gewista Group is one of the largest media companies in Austria and is the market leader in the out-of-home segment. The company is majority owned by the world market leader JCDecaux. The Group's business areas are divided into three areas: 1. Billboard (classic poster), 2. Street Furniture (Rolling Board, City Light) and 3. Transport Media (subway advertising and advertising space on trams and buses). The focus in all three segments is on digitization and innovation. With new digital possibilities, such as the "VIOOH" booking platform, Gewista heralds a paradigm shift in the digital out-of-home sector and sets new standards in Austria. The company is constantly expanding its range and has, for example, founded the "Shopping Center Advertising" division for the largest shopping centers in Austria. Gewista is also pursuing a public value strategy: This includes the installation of life-saving defibrillators in public spaces. In Austria, the Gewista Group includes OOH specialists such as KULTURFORMAT, MEGABOARD and INFOSCREEN.