One Tech Group and Marketing of Moments: Transforming Retail Media in Beverage Markets

By partnering with Getränke Hoffmann, Getränkeland, and Heurich, the largest cross-retailer Retail Media network in the beverage market segment was created – now programmatically bookable with over 500 digital screens.

Main Goal

The One Tech Group and Marketing of Moments (MoM) aimed not only to expand Retail Media opportunities in the beverage market segment but also to demonstrate the measurable impact of programmatic advertising at the Point of Sale.

The Brand Lift Study for the Bitburger campaign serves as compelling evidence of how targeted programmatic advertising can effectively influence consumer purchasing intent.

Additionally, the extensive network of beverage retailers significantly enhances the reach and effectiveness of these campaigns, enabling brands to engage customers at the exact moment of purchase decision-making.

Solution

• Integration of 547 digital screens across 377 beverage stores into One Tech Group’s SSP1 programmatic platform
• Programmatic booking capabilities for targeted ad placements
• Detailed sales reporting and Brand Lift Studies to measure advertising effectiveness
• Partnership with leading beverage retailers, providing broad market access and visibility at the Point of Sale:
  • Getränke Hoffmann: 217 stores, 387 screens
  • Getränkeland: 103 stores, 103 screens
  • Heurich (logo beverage stores): 57 stores, 57 screens

Results

The effectiveness of this new retail media network was demonstrated by a Brand Lift Study conducted for Bitburger:

• 69% of respondents stated that the ads motivated them to participate in the contest.
• 79% of campaign-aware consumers considered buying Bitburger (vs. 52% of those unaware of the campaign).
• Significant increase in purchase intent through targeted Retail Media campaigns.

Conclusion

The results highlight the power of a well-connected Retail Media network within the beverage sector. By leveraging programmatic ad placements at the Point of Sale, brands gain direct access to their target audience, allowing them to drive measurable engagement and purchase decisions.

With a wide-reaching network, precise targeting capabilities, and data-driven campaign tracking, this Retail Media approach provides valuable opportunities for advertisers looking to maximize their impact in the beverage retail industry.