To achieve this, MediaMarktSaturn bundled all video activities in Display & Video 360 for the first time and reached an incredible 2.4 million additional users via YouTube and premium platforms such as Sky and waipu.tv – with above-average advertising effectiveness.
The challenge: Cross-platform visibility without friction
On the occasion of EURO 2024, MediaMarktSaturn was faced with the task:
- to achieve maximum brand presence in premium video environments
- to place a special focus on connected TV and football environments
- not to overwhelm users with too frequent advertising contacts across different devices
The goal: Maximum brand presence through premium video inventory – with optimal contact frequency across all devices.
The solution: Display & Video 360 as a central control platform
As a strategic partner, PIA Media implemented a three-stage concept:
- comprehensive frequency capping across all video placements in display & video 360
- premium inventory mix: programmatic guaranteed deals + YouTube incl. PG + private marketplaces
- contextual focus: placements in football content (YouTube) and connected TV
The results: precision meets scale
- +24% net range through comprehensive frequency control
- 2,4 million additional unique users vs. separate media buying
- over 50% CTV share of the plays
- 58% VTR shows the high user interaction
A lighthouse project for holistic video marketing
The campaign demonstrated PIA Media’s core competence as a long-standing Google Marketing Platform partner: With strategic media control via DV360, we combined the reach strength of YouTube with premium environments such as Sky and waipu.tv to form a holistic video strategy. A successful example of how cross-device complexity can be transformed into measurable range gains. The complete success documentation is part of the official Google Ads Case Study.
DV360 was our first choice for efficient video campaigns for MediaMarktSaturn. The combination of YouTube and premium inventory with advanced frequency management minimized wastage and maximized reach.
Cross-channel reporting enabled precise control of frequency and incremental reach of TV.
Sebastian Haas
Teamlead Programmatic Display & Video PIA Media
