Question 1: Markus, first of all, thank you for the exchange and the insights into your work. ScreenOnDemand relies heavily on cross-device control via your proprietary platform. What is the key value proposition of your technology and how does it benefit retailers?
Markus: Since our foundation, we have pursued the approach of consistently thinking about communication from the user's perspective and breaking down traditional channel silos. With our cross-device SoD-ID, we manage advertising contacts across all channels and ensure that users are addressed in a meaningful way. This results in a significantly more efficient campaign setup.
Our key value proposition is that we do not view advertising contacts in isolation for each channel, but instead customise them holistically to the individual potential customer. Budgets are utilised in a more targeted manner, wastage is reduced and messages are played out at the right time. For retailers, this means greater efficiency and a higher probability that advertising will lead to visits and purchases.
Question 2: We realise many display formats with you, including different targeting. Which data and targeting approaches enable particularly precise campaigns for retailers?
Markus: The basis for precise retail campaigns is finely tuned geo-targeting, which we use to reach users in the relevant catchment or distribution area. We also combine various data sources in a multi-data layer approach in order to understand target groups not only geographically but also situationally and to address them specifically at moments close to purchase. Our data management platform also allows us to reach existing customers or buyers from the competition in a targeted manner and across devices along the customer journey.
Question 3: Your Creative Studio develops interactive high-impact formats such as multiscreen skins, scrollers and ambient video ads. Which formats currently work particularly well when it comes to generating attention (in the awareness funnel)?
Markus: Ultimately, the choice of format depends heavily on the specific campaign objective. However, we also control our playout using an internal impact score, which helps us to place ads exactly where they generate the most attention and impact. Our aspiration in the Creative Studio is always the same. Advertising should not only be visible, it should also be consciously perceived.
Interactive high-impact formats that actively involve users work particularly well. In the retail context in particular, we see that formats such as offer galleries or digital brochures perform very well. They combine awareness and activation, stand out visually and lead deeper into the brand's world of offers. This not only creates reach, but also real engagement.
Question 4: MEDIA CENTRAL not only works with you in the display area, but also relies on your solutions in the CTV and DOOH environment. What role does this cross-channel approach play in consistent and effective campaign management?
Markus: The trend is moving away from isolated display campaigns towards genuine cross-channel brand experiences. Sustainable advertising impact requires a holistic, user-centred approach across multiple channels.
The advantage of a cross-media setup consisting of display, CTV and DOOH lies in being present along the entire customer journey and coordinating the right touchpoints in a meaningful way. Our cross-device SoD-ID plays a central role here. It enables consistent targeting across different screens and a controlled contact frequency. For retailers, this means consistent brand perception and a higher impact of the campaign.
Question 5: Many retailers today expect quick results and clear KPIs. How do you ensure transparency and measurable performance across all screens?
Markus: The question of the concrete success of the campaign is absolutely central and this is exactly how we measure ourselves. Classic KPIs such as click rate or viewability remain important, but are not enough in the retail context. For retailers, what counts most is the effect on stationary trade. Together with MEDIA CENTRAL, we use campaign-accompanying footfall analyses to show transparently what influence campaigns have on visitor frequency in the store and make advertising impact clearly measurable.
Question 6: Looking ahead: What developments do you have in mind for the coming years and how will these further strengthen your offerings?
Markus: Transparency and measurable campaign success are becoming increasingly important. Retailers want to understand exactly how their advertising budgets are contributing to their company's goals. Our focus is therefore on formats and technologies with real impact. The decisive factor is high-quality contacts rather than pure reach.
For the future, we see more precise targeting through intelligent data linking, greater integration of data partners and advertising formats that are more interactive and better integrated into the context of use. The aim is to create clearly measurable added value for our customers.
About ScreenOnDemand:
ScreenOnDemand is an innovative provider of custom digital solutions specialising in the creation of unique visual experiences. The Munich-based company develops innovative advertising measures and implements them on every digital screen.