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

Campaign Performance


higher attention vs. standard display


CTR vs. other display channels in media mix


engagement rate


exposure time vs. category benchmark


"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


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