How Mediaplus and De’Longhi Optimize Audience Targeting with OTTO Data
How Mediaplus and De’Longhi Optimize Audience Targeting with OTTO Data
Retail media is becoming increasingly important. But how effectively can it identify and address purchase-ready target groups? This was examined by OTTO Advertising and Mediaplus in a project for De’Longhi. Using an innovative campaign approach, OTTO’s retail media data was successfully leveraged to significantly improve audience targeting in the upper funnel – particularly benefiting endemic brands.
De’Longhi’s Objective
The goal of the five-week campaign, launched in autumn 2024 to mark the coffee machine manufacturer’s 50th anniversary, was to increase De’Longhi’s reach among the relevant target audience – while minimizing wastage.
The results
Relevant target group
With a proportion of 66% women and 34% men, the intended target group corresponded to the planned gender distribution.
High affinity
The target group has a high affinity for household appliances, particularly coffee machines and fully automatic machines.
Good click rates
The campaign achieved good click-through rates overall with values of up to 0.21 %, especially for half-page and mobile ads.
High brand safety
The adverts were displayed in secure and brand-compliant environments (measurement via IAS).
Precise targeting: OTTO DSP (beta) for effective advertising in quality environments
For De’Longhi, data on product interest and purchase history from the online shops belonging to the Otto Group was used via the newly developed demand-side platform OTTO DSP (beta). Users with a specific interest in coffee and espresso machines were targeted with adverts in quality environments. The accompanying market research confirmed the high level of precision in reaching the intended target group.
“Our target group are coffee lovers who are in the middle of the decision-making process for the purchase of a coffee or portafilter machine. The opportunity to use OTTO data offsite for the first time and thus tap into new potential has made this part of our campaign very attractive and successful. Thanks to the quality of the data, we were able to address our target group in a very targeted manner. The innovative use of data in combination with retail media measures will also be given greater weight in the communication mix in future so that we can reach everyone with the right solution.”
Anne Leonhardi · Marketing Director De’Longhi Group
“With our strategic retail media consulting, we regularly support our customers in successfully implementing first-mover approaches. The accompanying market research impressively demonstrates how valuable OTTO’s retail media data is for both endemic and non-endemic customers. The De’Longhi case is an example of how companies can use retail media to reach their target groups in a more targeted and precise way.”
Carina Müller · General Manager Retail Media & Commerce at Mediaplus
“We are delighted with the successful campaign that we were able to realise for De’Longhi together with Mediaplus. As part of the beta test, we were able to generate valuable findings and insights that demonstrate the value of OTTO first-party data for reaching the target group, particularly in the mid and upper funnel. The lessons learnt can also help to develop similarly effective campaign setups for other advertisers – both for endemic and non-endemic partners. We look forward to further collaboration with all parties involved.”
Sabine Jünger · Vice President OTTO Advertising
Curious? Let us advise you on how you too can benefit from OTTO first-party data – especially in the mid and upper funnel.