Freiburg, 16. Oktober 2024. Virtual Minds continues to pursue its programmatic omnichannel strategy. Latest addition to the total programmatic inventory portfolio: Advertising on digital screens in and around stadiums and entertainment venues. To this end, the leading European provider of programmatic advertising has entered into a partnership with Trade4Sports, a marketing specialist for digitalised real-time content advertising solutions for the sports and entertainment industry. The two partners have already acquired their first advertising client for the innovative media offering: L’Oréal, the worlds number 1 in cosmetics, used rapper Nicki Minajs concerts in Cologne and Berlin in June to advertise Maybelline New Yorks Lash Sensational Firework mascara.Digital out-of-home (DOoH) is booming and has increased its share of outdoor advertising to an average of 43 per cent (source: Nielsen Germany, 2024). Sports and entertainment events in particular are among the drivers of this sustained growth.Target group-specific real-time marketing in high-involvement environmentsVirtual Minds has now expanded its programmatic OoH portfolio (analogue and digital) to provide the advertising industry with innovative presence opportunities in this high-involvement environment. With around 600 ‘Digital Entertainment Screens’ from Trade4Sports, which can be booked programmatically via the Virtual Minds omnichannel programmatic platforms Active Agent (DSP) and Yieldlab (SSP), the DOoH ad tech pioneer is connecting new and high-performance communication touchpoints for cross-channel OoH and integrated omnichannel campaigns to the digital and programmatic advertising system. The wide range of high-reach and attention-grabbing digital advertising spaces in the outdoor and indoor areas of stadiums and entertainment venues mega screens, 360-degree video boards, arena TVs, etc. can be booked on an event-specific, data-based basis to optimise target group reach and enable the playout of animated and moving image advertising in real time.‘If a channel is relevant and can be digitally connected, we make it programmatically bookable at an early stage. This has always been and will continue to be our technology strategy,’ explains Tom Peruzzi, Spokesperson of the Managementboard and CTO of Virtual Minds. ‘Outdoor advertising is an extremely versatile advertising medium with diverse environments. With our partner Trade4Sports, we are now also opening up premium sports arenas and entertainment hotspots as touchpoints for high-quality, high-performance programmatic advertising and making them available via our platforms stand-alone or in multi- or omnichannel campaigns. This not only underlines our innovative strength once again, but also contributes to the expansion and strengthening of out-of-home and a diverse, efficient programmatic advertising world.’Frederic Komp, Managing Director Trade4Sports, says: ‘The T4S platform can now be used to book not only sports events such as the German Football League, but also many attractive entertainment events such as the Nicki Minaj concerts. Together with LOréal and Virtual Minds, we have successfully shown that these great IN-Content advertising formats are not a special solution, but can be booked and played out in digital, standardised processes.’Successful pilot campaigns from LOréalThe new programmatic offering from Virtual Minds and Trade4Sports has already been used for the first time: LOréal DACH used the innovative media solution to advertise its Maybelline Lash Sensational Firework mascara. The target group was women aged 18 to 39 with an affinity for beauty, for whom the concerts of rapper Nicki Minja in June at the Lanxess Arena in Cologne and the Uber Arena in Berlin were selected for campaign playout as part of a Programmatic Guaranteed Deal based on ticket sales.‘Nicki Minajs concerts were the perfect stage for us to present the new mascara to a young, trend-conscious target group,’ says Philipp Graf, Head of Digital Advertising at LOréal DACH. ‘Thanks to the innovative programmatic DOOH solution from Virtual Minds and Trade4Sports, we were able to use the screens in the vicinity of the concerts efficiently and with an affinity to the target group and with great success: with almost four million gross contacts, we achieved a high reach and at the same time significantly increased brand awareness of Maybelline in an environment that is relevant to us. We are particularly proud of the fact that we were able to realise this first mover case entirely in-house. We see great potential in this innovative form of customer approach and look forward to further exciting projects.’ About Virtual Minds Virtual Minds has stood for premium adtech made in Europe for over 20 years. Virtual Minds digital and media technology brands Adition (enterprise marketing platform and ad serving), Active Agent (omnichannel DSP), The Adex (data management platform and cross-device media solutions), Yieldlab (omnichannel SSP) and the Virtual Minds Media Manager (realtime playout of classic linear media inventories) – are among the top European and international solution offerings in their respective segments and together form the leading European modular full-stack offering for the digital advertising market. Virtual Minds international customers include large publishing and TV companies and their marketing units, agency groups and numerous top advertisers. Virtual Minds GmbH is a 100% subsidiary of ProSiebenSat.1 Media SE. www.virtualminds.com Press photos Philipp Graf Frederic Komp Tom Peruzzi
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