Bonn/Berlin, September 21, 2021 – Targeted and efficient targeting and activation of consumers is possible in the age of programmatic advertising. Around three quarters of all advertisers already use the option of booking and controlling digital campaigns in a data-based, individualized and automated manner. This allows them to reach users with a high degree of openness to their offer at the right moment. In future, this strategy can be combined with a cross-media and high-impulse approach. Deutsche Post and data management specialist The Adex have entered into a strategic partnership to link online and offline data in compliance with data protection regulations and thus enable the combination of online advertising with traditional print mailings as part of programmatic advertising campaigns. This allows advertisers to address synchronized target groups via online and print. In other words: The Adex segments the data stored by partners in its data management platform (DMP) into target groups in a channel-neutral way, which can then be reached via different advertising channels. The first customer to use the new solution is a premium pet food supplier. The Adex modeled the target group “Female dog owners, 30 to 50 years old, with a single-family home, high net household income”, which the provider then wrote to personally with a postcard.
“People are online and offline, digital and physical,” says Lars Schlimbach, Head of Partner Management & Development Dialog Marketing Deutsche Post. “Together with The Adex, we are bringing together the best of both worlds: dynamic and top online target groups with a high-impulse 1:1 channel that integrates a haptic touchpoint into the digital customer journey.”
Expanding the online-offline bridge
The new solution adds a further application to programmatic print mailing and thus expands the bridge between online and offline. Advertisers can already use offline retargeting to address unknown website visitors or shopping cart abandoners via print mailing. The partnership between Deutsche Post and The Adex expands this approach. Regardless of a specific trigger such as a website visit, entire target group segments are included, as provided by The Adex to advertisers for digital targeting. For this purpose, anonymized data from online users is translated into non-personally identifiable microcells (on average 6.6 households) in compliance with data protection regulations. What does this mean for advertisers? Via The Adex, they can use a broad spectrum of target groups according to 25 categories such as age and/or interests for advertising communication.
The target groups can then be addressed not only with programmatic online advertising, but also via print mailings. Offline campaigns are therefore controlled on the basis of data from digital user profiles – if desired, on a uniform database with an online campaign. “The innovative advertising offer from Deutsche Post and The Adex sets new standards in the cross-media addressing of target groups,” explains Dino Bongartz, CEO of The Adex. “The high timeliness and granularity of the online data, which advertisers can now also use to address target groups offline by post, not only enables new targeting options, but also campaign approaches that are consistently geared towards boosting effectiveness and sustainably increasing budget efficiency.”
In future: Addressing target groups digitally on the basis of traditional household data
In a next step, the two partners want to expand these possibilities as part of their strategic partnership. Users will then also be targeted with digital advertising using traditional household data from the microcell database. This will enable advertisers to address target groups from postal geomarketing campaigns online, for example.
About Virtual Minds
Founded in 2001, virtual minds AG (Freiburg) is a holding company that unites well-known digital and media technology providers under one roof. ADITION technologies (enterprise marketing platform, ad serving and active agent omnichannel DSP), The ADEX (data management platform, cross-device media solutions) and Yieldlab (omnichannel SSP) have been among the top German and European players in their respective segments for years and together form the leading European modular full-stack offering for the digital advertising market. The international customers of virtual minds include major publishing and TV houses and their marketing units, agency groups and numerous top advertisers. virtual minds AG is a wholly owned subsidiary of the ProSiebenSat.1 Group.