Nicole Schlögl, Head of Marketing & Product Management Letter & Advertising Mail, at Post AG
Post AG will offer advertising customers more reach in the future: Anyone who sends flyers in the Post advertising medium ‘Das Kuvert’ will also receive digital ad impressions.
Retail companies reach around three million households in Austria twice a week with their flyers in the advertising medium – according to the current Dialogue Marketing Report, these are read by 92 percent of consumers. In the future, this reach of the brochures delivered by post will be expanded digitally and at no extra charge to include programmatic online banners. Banners with the respective flyer cover as a subject are created by Swiss Post and displayed digitally at the desired time. By clicking on the online banner, users get to the digital version and can leaf through the brochure in the viewer of Aktionsfinder.
Together instead of next to each other
“Our goal is to provide a suitable solution for every requirement,” explains Nicole Schlögl, Head of Marketing & Product Management for Letters & Advertising Mail, and continues: “Until now, we had the leaflets in the ‘envelope’ as a purely physical advertising medium and the prospectus platform ‘Action Finder ‘ as a purely digital solution. The new cross-channel solution combines the analog with the digital and scores with an additional convenience factor.”
Execution with ‘Action Finder’
The programmatic display of the online banner as part of ten percent of the physical circulation, the forwarding to the brochure viewer and the user-friendly display of the digital flyer are technically carried out by the brochure platform “Action Finder”. Advertisers can also display up to nine variations (one per federal state) of their leaflet digitally.
