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Alfa Romeo launches programmatic addressable TV campaign in Germany

David Murphy

Fiat Chrysler Automobiles (FCA) has become the first Italian advertiser to book an international programmatic addressable TV (ATV) campaign in Germany. The campaign, promoting Alfa Romeo's Stelvio Quadrifoglio SUV, was successfully run in conjunction with pan-European advertising sales house RTL AdConnect and FCA Programmatic HUB, the dedicated Italian team of Publicis Media Italy that manages FCA programmatic campaigns across the EMEA markets. 

German partner ADITION technologies’ Active Agent demand-side platform (DSP), the dedicated DSP of programmatic video firm d-force, handled the automated media buying and data-driven campaign management.Programmatic, addressable advertising is part of the FCA’s media strategy, giving it centralised, easy and direct access to campaign management. The customer-targeting possibilities of ATV campaigns are also proving attractive.

The ad unit used in the campaign was SwitchIn XXL with click2video, where users could click through to an Alfa Romeo display. The video was played in the ATV portfolio of both major broadcasting groups, ProSiebenSat.1 and Mediengruppe RTL Deutschland, on channels including RTL and VOX as well as ProSieben and SAT.1. 

"Brands want to buy addressable TV campaigns programmaticallyso that they can access publishers' inventory through a single partner with minimum hassle,” said Stéphane Coruble, Managing Director of RTL AdConnect. “Ironically, this can prove very complicated in reality. For Fiat Chrysler Automobiles, we were able to act as the interface between the publisher and the technology provider and make the campaign a reality. This otherwise complex undertaking became easy and efficient thanks to the involvement of d-force, whose service makes campaign management simple."