EVERYONE IS LIKE: TV IS DEAD. WE SAY: LONG LIVE TV. AT LEAST FOR SOCCER.

The reach of linear TV in Germany is declining. Hardly any environments can buck the trend and match earlier reach levels. One of these environments is Germany’s favorite sport: Soccer. And because soccer only works live, it’s a reach guarantor on linear TV. Especially in the fiercely competitive target group of younger men, which is central to business success for car manufacturers.

BUT IF YOU WANT TO ADVERTISE IN SOCCER CONTEXT, YOU HAVE TO DIG DEEP INTO YOUR POCKETS.

As a thank-you, everything to do with live soccer is flooded with advertising money – the big spenders are driving up the prices of the last linear bastion. Above all, the big German car brands like Volkswagen and Mercedes make it almost impossible for the smaller French brand Renault to reach its male target group here.

ON DAZN, ADVERTISING MEETS EMOTION - AND NOT TRADITIONAL ADVERTISING MONEY.

While the big spenders are still fighting over linear advertising space, we're betting on DAZN. Just like "If you can't outspend the competition - outsmart them!"

On DAZN, we don't have to limit ourselves to major events or highlights. Soccer is on 365 days a year - which means that our target group can be found on the platform every single day. While the big spenders fight over the highlights on the linear TV channels, we deliberately avoid them - but are present all year round!

DATA-DRIVEN ADDRESSABILITY MEETS THE IMPACT OF THE BIG SCREEN.

Thanks to the digitization of the TV-screen, we can efficiently address otherwise "hard-to-reach" men programmatically in an attention-grabbing environment on the big screen. All we need is the right partner and data infrastructure - and we already have an idea for that, too...

THIS IS HOW SOCCER ADVERTISING WORKS TODAY: RENAULT, DAZN AND GOOGLE ENSURE A GLOBAL MEDIA FIRST!

Bringing together the hottest platform for live soccer and the biggest player for data hits the communicative sweet spot for our campaign:

DAZN provides the right content - and as digital streaming platform, the technical infrastructure to reach young men - Google provides the right data and programmatic infrastructure: With a newly developed API and the first time ever, Renault uses the power of Google to programmatically address its audience on DAZN.

PRESENT ALL YEAR LONG, PROGRAMMATICALLY ACTIVATED - ON THE BIG SCREEN!

Throughout 2021 we stage different spots for Renaults various models - delivered directly to soccer fans on DAZN via Google's DV 360. And thanks to the data connection, Renault can even use real-time insights for short-term campaign optimization. Virtually for the TV screen. As the first brand worldwide.

PLANNING: PROGRAMMATIC. EFFECTS: FANTASTIC!

Whereas with a linear TV approach we would have been on air for just five match days, the new strategy allowed Renault to be present for soccer enthusiasts THE. WHOLE. YEAR. in a soccer context on a big screen. Without a change in budget.

BRAND AWARENESS: +0.5%. Despite a change of strategy in the highly competitive automotive market (89.7% brand awareness overall).

AD AWARENESS: +4% on average for the year. Despite rotating spots advertising different models.

CONSIDERATION: +11%! Continuously reaching the right target group in the right environment with the right messages boosts the consideration for a Renault as the next car!

And: the continuous approach and the possibility of continuous optimization reduce the fluctuations in purchase intent by 68%, while the overall level of intent remains stable!

This is how soccer advertising works today.