Mediaschneider and Helsana rely on programmatic DOOH
Mediaschneider has launched a DOOH campaign with dynamic, location-based advertising media for the insurance company Helsana. According to the company, the campaign sets new standards in personalized and location-specific customer targeting in public spaces.
The campaign ads adapt dynamically to the respective location. The name of the nearest Helsana branch and the distance to it are displayed in order to provide potential customers with relevant information directly on site. The content of the ads is displayed in the respective national language to maximize comprehensibility and relevance.
Martina Piechocinski, Digital Advertising Specialist at Helsana, is convinced by the programmatic technology and its dynamic possibilities: "With this campaign, we can address our customers directly in their immediate environment and offer them relevant information about the nearest Helsana branch." In addition, the dynamic adaptation of the content reduces the effort involved in creation and offers more flexibility thanks to central control.
"By combining location-based targeting with dynamic optimization of advertising media, we create efficient and targeted communication that supports Helsana in achieving its goals," says Tarek Al Faiech, Senior Media Consultant at Mediaschneider, explaining the advantages of the technology.
The campaign was played out via Vistar Media's demand-side platform, which offers solutions for managing and optimizing dynamic DOOH campaigns, and ran for a total of four weeks from the end of September 2024.
Responsible at Helsana: Martina Piechocinski (Digital Advertising Specialist), Katerina Danilis (Project Manager), Stefanie Korn (Co-Lead Outbound Marketing). Responsible at Mediaschneider Zurich: Tarek Al Faiech (Senior Media Consultant), Dominique Schilling (Senior Media Consultant), Monika Graf (Senior Programmatic Buying Manager). Responsible at Vistarmedia: Sedat Altinok (Senior Sales Director DACH)
