GERMANY. Frankfurt Airport marketing agency Media Frankfurt and its partner VIOOH, the global DOOH (digital out-of-home advertising) marketplace, have gained their first client for a new programmatic media solution. The initial campaign is for SEAT-owned car brand CUPRA and its first fully-electric model.
The advertising initiative, running for several weeks, promotes the CUPRA Born model across Media Frankfurt’s full DOOH inventory at Germany’s number-one travel hub.
For the campaign, CUPRA has opted for a combination of specific targeting via programmatic advertising and an experiential promotion.
Concurrently with the DOOH campaign, passengers can see the fully-electric CUPRA Born in the atrium of the airport until the end of this year. It can also be seen via a digital platform capable of simulating a variety of surfaces, thus being able to engage the audience with the brand in a live sensory and emotive interaction, Media Frankfurt noted.
The marketing agency said that the new programmatic campaign, via the VIOOH platform, enables CUPRA to increase the number of people reached across the airport, far more efficiently than would have been possible using conventional media techniques.
SEAT and CUPRA Germany Marketing Director Giuseppe Fiordispina said: “CUPRA is still a young brand on the German automotive market. It is therefore particularly important for CUPRA to achieve visibility and awareness. Cars such as the CUPRA Born can be displayed very effectively at busy locations such as Frankfurt Airport.”
He added: “The car is not only visible – in such a way that it attracts the attention of a specific target group – but also accessible so passengers can enjoy an immediate hands-on experience. Communication of this kind is not only innovative but also unrivalled.”
Media Frankfurt’s DOOH portfolio currently includes over 500 screens at busy locations including check-in halls, gate areas, security checks, access roads and baggage carousels. These screens can deliver up to 270 million viewed impressions per month.
Media Frankfurt Managing Director Martin Korosec said: “With SEAT’s first-mover project, we are able to demonstrate vividly the possibilities opened up by the new programmatic offering at Frankfurt Airport and achieve a precise target-group approach with a great impact for the brand.
“The DOOH market is highly promising at present, especially in Germany where we are looking forward towards billings of around €337 million for DOOH advertising in 2022.”
VIOOH Chief Commercial Officer Natalia Escribano said: “The airport audience tends to be affluent and have a high dwell time, making this environment desirable from a programmatic perspective due to these highly sought-after audience segments.
“Combining Media Frankfurt’s leading airport inventory with VIOOH’s programmatic capabilities is an exciting development for the market that will enable advertisers to create highly-targeted, flexible and measurable DOOH campaigns across Frankfurt Airport – allowing more brands to directly engage with this desirable audience.”
