Kleinanzeigen uses seeds to expand audience reach by 95% on Connected TV

Generating maximum awareness with first-party data for the new Kleinanzeigen brand

When eBay Kleinanzeigen rebranded to Kleinanzeigen, it wanted to inform as many people as possible – in as many ways as possible – without causing ad fatigue. Which is why, together with GroupM NEXUS, EssenceMediacom, and The Trade Desk, the team developed an omnichannel campaign to launch the new brand.

While mass reach was one component, so too was targeting a relevant audience. To do this, the team used Kleinanzeigen’s first-party data as a seed (a representation of the brand’s most valuable customers), from which it was able to define a targeting strategy that ultimately helped them reach the brand’s most valuable audiences. 

Driving impressive results with omnichannel frequency capping and first-party data

A combination of CTV, OLV, and display, all underpinned by frequency capping, set the stage for a successful campaign. The team relied on Kleinanzeigen’s wealth of first-party data to reach the brand’s active buyers and sellers. Using this data as a seed, our platform recommended similar lookalike segments to significantly expand the company’s audience reach without losing sight of relevance. 

With frequency capping and smart optimisations powered by our AI recommendation engine Koa™, the rebrand reached 4.2 million unique households across key high-impact channels. Ads were capped at an average of 5 per household per week during the awareness-building phase of the campaign, and later reduced to 3 per week during the consideration phase. As a result, the brand saw almost 35% savings, which it reinvested into net-new reach.

Running CTV and display also gave Kleinanzeigen an extra 95% in incremental reach, compared to if they had just run online video.

With the success seen in this campaign, Kleinanzeigen plans to use multiple channels in future campaigns to continue to help drive more awareness of the rebrand more cost effectively. 

Established in 2018, the Bid Factor Awards (BFAs) has become one of the biggest and most prestigious trader events in Europe. It’s our opportunity to celebrate the region’s trailblazing digital campaigns and recognise the traders flexing the full capabilities of programmatic advertising.

Want to learn how an omnichannel strategy coupled with first party data can help you drive incremental reach? Contact us or speak with your account manager at The Trade Desk today!