add2

KKH Awards Media Account to add2 After Public Tender

KKH Kaufmännische Krankenkasse has awarded its media account to Düsseldorf-based agency add2 following a public tender. The contract runs initially for four years and tasks add2 with developing advertising strategies, planning and managing campaigns, and supporting market monitoring with a focus on new customer acquisition and communicating to existing policyholders. add2 replaces Zanatta Media (Berlin). Nina Beye, Head of Brand Communication at KKH, emphasised add2’s data-driven expertise and ability to reach digitally oriented audiences. The article notes KKH’s scale — about 1.5 million insured, roughly €8.7 billion household volume and around 4,000 employees — and that add2 has recent experience on public-sector assignments such as expanded work for the Bundespresseamt since last autumn.

Geo Data Innovation: Geodata Beyond Targeting

An ADZINE SPOTLIGHT edition examined how geodata has evolved from simple location-targeting to a cross‑cycle signal used in planning, activation and measurement. Speakers from Adsquare, Beintoo and Add2 discussed using location, movement and context data to inform regional budget allocation, omnichannel planning (Mobile, CTV, Audio, DOOH, Social), and offline measurement such as store visits, footfall and visit‑lift experiments. Panelists highlighted the role of Mobile Advertising IDs for linking location signals to activation and measurement, consent and reach constraints, and the need for better industry standards, taxonomies and match rates. Practical use cases included drive‑to‑store, trade‑show geofencing, regional budget prioritization and combining location with other signals to improve audience understanding and attribution. The discussion stressed that store visits are indicative of consideration but do not replace transaction (POS) data.

Disney+ Embraces Independent Measurement for Enhanced Ad Insights

Disney+ and measurement vendor Audienceproject have implemented a server-to-server integration that lets campaign data from Disney+ be matched directly with Audienceproject’s panel data. The change — an extension beyond a pixel-based approach announced at end of 2024 — is intended to make measurement more robust, simplify advertiser implementation, and improve privacy compliance. Audienceproject (founded 2010 in Copenhagen) positions itself as an independent reach and cross-channel measurement provider. The direct integration launches in the UK, Germany, France, Italy and Spain, with additional markets planned. German media agency Add2 GmbH has expanded its collaboration with Audienceproject and will use the vendor’s cross-media measurement and audience-verification tools to validate campaign delivery against defined target groups.