Ad Alliance Germany has teamed up with Vinted on its next venture: a new booking channel embracing linear TV, with programmatic, fixed-CPM, AI-optimised and target audience-specific solutions.

Back in June, Vinted opted to go with Direct TV’s data-driven purchasing solution for Contact+ TV. Following a successful initial pilot, Vinted will be back on air on 18 August, pursuing the same tried-and-tested approach focusing on maximum impact with minimum waste and targeting a fashion-, price- and sustainability-conscious audience aged between 18 and 44.

Here once again the decision has been made to deploy the ‘select’ model, involving advertisements of three different lengths (10, 20 and 30 seconds), strategically distributed across all channels and targeted at a particular share of the prime-time audience. Purchasing is being done on a target audience-specific basis at a fixed cost per mille (CPM). The campaign is being run by Ad Alliance AdVise, Ad Alliance’s proprietary AI-based smart planning and optimisation solution. Using the AI tool takes TV planning to a new level of efficiency, ensuring that advertisers know in advance what they will get for their CPM and then receive transparent feedback on their target audience, thus meeting the demand for control sought by digitally savvy brands that want to optimise their media investments by making data-driven decisions.

The June pilot exceeded the expectations of everyone involved, with the target audience precision, incremental reach and seamless reporting providing proof that Contact+ TV is an innovative way of getting into TV. This is particularly appealing for digital brands like Vinted, which are looking for scalable solutions that not only give them maximum impact while maintaining full budget control but also can be seamlessly integrated into data-driven marketing strategies.

“Using Direct TV has achieved exactly what we anticipated: we were able to focus our budget on the relevant target audience while achieving a strong presence on big screen TV during prime time – and all with complete planning security,” explains Linas Paulikas, director of marketing at Vinted.

It has also won over media agency DCMN: “Contact+ TV combines the reach of traditional TV with the precision of digital channels. The KPIs from the Vinted campaign in June show how effective this approach is. With our new positioning as the Total Video Brandformance agency, we focus on uniting brand building and measurable performance under one roof,” says Matthias Riedl, Founder and Managing Director of DCMN.

Michael Dorn, Chief Sales Officer at Ad Alliance German, commentedy: “Vinted effectively showcases the power of AdVise: fully automated planning, playout and optimisation with maximum target audience impact. This is what the future looks like. Contact+ TV combines linear’s mass audience reach with smart digital solutions, unlocking new opportunities for modern, data-driven TV planning.”

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Categories: Press Releases

Tags: advertising, germany