Observed Signal · Dec 6, 2018 · Campaign Performance · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Weather Targeting Boosts Tchibo CTR by 53%
United Internet Media (UIM) used weather-targeted campaigns and Dynamic Creative Optimization (DCO) to tailor Tchibo's advertising on WEB.DE and GMX. In a garden-focused test, weather cues guided real-time ad delivery and messaging, with creatives adjusted by mood and color. Target segments included 'Gartenfreunde' (garden enthusiasts), 'Eigenheimbesitzer' (homeowners), and individuals interested in furniture and decoration, with product tags distinguishing garden items under 100 euros from higher-priced garden furniture. Compared with a reference campaign, the weather-adjusted Tchibo ads raised click-through rates by up to 53% for some groups (43% for women; 53% for men) and increased average order value by up to 29%. Dynamic Ads enabled real-time asset adaptation. Sascha Dejas (Online Marketing Manager, Tchibo GmbH) and Rasmus Giese (CEO, United Internet Media) highlighted the approach’s relevance and reach on WEB.DE and GMX.
Demonstrates effective weather-targeting and DCO in a large retailer campaign; relevant to AdTech but not industry-shifting.
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Key Takeaways & Evidence Grounding
- UIM's Dynamic Creative Optimization boosted Tchibo CTR on WEB.DE and GMX by up to 53%.
- Weather-targeting was used for a garden product test campaign.
- Target segments included 'Gartenfreunde', 'Eigenheimbesitzer', and 'Interesse Möbel und Dekoration'.
- Average order value increased by up to 29%.
- CTR increases: up to 43% for women and up to 53% for men.
Connected Companies & Entities
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Related Market Signals & Shifts
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