VW advertises with an addressable TV campaign for B2B target groups

Screenshot / volkswagen-nutzfahrzeuge.de

Screenshot / volkswagen-nutzfahrzeuge.de

VW is running an addressable TV campaign for its EcoProfi offer – which is only aimed at a commercial target group. With the help of B2B data links, the company addresses professionals in certain economic sectors.

Behind the EcoProfi range from Volkswagen Commercial Vehicles (VWN) are robust, everyday vehicles that are particularly suitable for business people. In order to advertise leasing and financing offers for these EcoProfi models, VWN decided on a TV campaign for the first time.

The special thing about it: This was only aimed at a B2B target group. In addition, the digital display options of addressable TV and the business data segments of the ProSiebenSat.1 marketer Seven.One Media were used.

“So far, our advertising focus for our B2B models has been online, radio and specialist magazines. Now there is a large and at the same time innovative TV presence by VW Commercial Vehicles: By smartly linking B2B profile data with the possibilities of addressable TV offers we can now for the first time also reach our target group of decision-makers in an eye-catching way on the big screen – and in a relaxed atmosphere after work, “comments Stefan Pfeiffer, Head of Marketing at Volkswagen Commercial Vehicles.

This is how business advertising works

The addressable TV campaign runs from now until the end of May and is managed by PHD Germany. The principle behind it: When switching to a station of the Seven.One Entertainment Group (for example: SAT.1, ProSieben, Kabel Eins, sixx, SAT.1 Gold, ProSieben MAXX) the branded format “SwitchIn Zoom” is automatically displayed. It forms a frame around the live TV picture on three sides.

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The advertising format only appears to a B2B target group defined by VWN with a focus on the areas of company vehicles, logistics, trade and construction.

Data collaboration

This B2B address on the TV screen is based on the data cooperation between the data technology company The ADEX, which belongs to Seven.One Media, and the B2B Media Group.

Seven.One Media has been cooperating with the B2B target group network B2B Media Group (formerly Aumago) via The ADEX since last year. With the help of The ADEX, Seven.One Media has since been able to cluster the digital reach according to selected B2B characteristics.

The B2B targeting used is then combined with the SozDem targeting from Seven.One Media. For example, VWN can specifically address employees from the areas of Fleet Management, Logistics, Craftsmanship & Installation, Building & Construction Industry and Agriculture as well as SMEs.

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