Retailer Breuninger Leverages Onyx & Brand Studio to Elevate New Autumn/Winter Campaign

Campaign Performance

+70%

higher attention vs. standard display

2x

CTR vs. other display channels in media mix

17%

engagement rate

+34%

exposure time vs. category benchmark

Introduction

"Working with the Brand Studio team for our Spring/Summer campaign was a pioneering experience. Their collaboration brought a fresh perspective, crafting custom-designed experiences that engaged open web audiences and elevated our brand building goals. When time came for our new Autumn/Winter campaign, there was no question that we would re-engage Brand Studio to refresh and remake the experience – now powered with the new, high-attention Onyx environments and technology.” - Teresa Schmitt, Head of Performance Marketing, Breuninger

The Challenge

For over 140 years, Breuninger has set high standards across the fields of fashion, accessories and shoes, beauty, sport, and home & living. Following the successful Spring/Summer fashion launch with Brand Studio, Breuninger decided to reignite the collaboration to deliver a series of custom experiences that would drive attention toward the Autumn/Winter collection.

The Solution

The Autumn/Winter campaign was leveraged on Outbrain’s new branding platform, Onyx – designed to drive audience attention and deliver strong brand impact. Drawing from tangible insights and learnings from previous user behavior, the Brand Studio team re-developed a swipeable, rich media display ad that included reactive banners for both male and female lines, and incorporated user-initiated plays of the 10-second seasonal video creatives for each collection. The results saw significant uplift from the previous campaign, demonstrating the high-attention Onyx environments and attention indicators that were instrumental in engaging audiences to touch, watch, and shop from the high-impact bespoke units.

Preview on Mobile

Analytics

Breuninger saw longer dwell time versus standard display and online video, as well as active attention with the ad itself – evidenced by the high engagement and click-through rate.

  • Video

    The user-initiated video had a 73% start rate, demonstrating that engaged users actively wanted more from the ad experience.

  • Design for attention

    The engagement rate for these creatives was 17% overall, made up of interactions with the ad itself, as well as clicks to site.

  • Attention by audience

    The video in the female ad experience was 10% more likely to be completed and 3x more likely to be unmuted. Users who converted to a site visit from the female campaign were more likely to come from the second half of the ad experience (video or end card) than the male creative. This showed a stronger need for consideration elements with a ‘digital window shopping’ experience.

Download Case Study

Through Onyx’s partnership with Adelaide, we are excited to see that the Attention Unit rating outperformed standard display benchmarks by over 70% – showing that the new Onyx environment and attention-predicting technology are the winning combination to elevate this unique ad experience further.”

Teresa Schmitt

Head of Performance Marketing, Breuninger