EssenceMediacom’s cross-media video campaign ensures successful launch of new Postbank day-to-day money offer

• All campaign targets were exceeded – the impact of the campaign was measurable at every stage of the funnel.
• The target for account openings was exceeded by 32%.
• In close cooperation with AudienceProject, the targeting quality of Netflix was measured for the first time.

Düsseldorf, 3 July 2025: Between October 2024 and April 2025, WPP Media, with its EssenceMediacom team, implemented a cross-media video campaign for the launch of the new Postbank day-to-day money offer for its client Deutsche Bank AG. The aim of the campaign was to quickly build awareness and generate as many account openings as possible within a short period of time. And it succeeded: the campaign’s success was measurable at every stage of the funnel and exceeded all previously defined benchmarks. The target for account openings was exceeded by 32% during the campaign, while spontaneous brand awareness increased by an average of 11%.

Cross-media planning and optimisation as a factor for success

The key to the campaign’s success, which Jung von Matt/Spree created, lay in the excellent media planning and optimisation in high-quality TV and broadcast video-on-demand (BVOD) environments such as Amazon Prime Video, Netflix, DAZN, YouTube, Disney+, RTL+, Sky and Joyn, classic TV channels such as ARD, ProSieben, Sky and RTL, as well as platforms such as Zattoo and Waipu.tv.

For this campaign, EssenceMediacom combined its own cross-media video planning tools with AudienceProject’s independent cross-media audience measurement platform for the first time. This integration made it possible to holistically evaluate and continuously optimise Postbank’s video investments.

Another milestone: The individual contribution of Netflix was quantified for the first time. Thanks to a high audience fit and incremental net reach, paired with high-quality environments and a lean-back usage situation, the channel provided measurable added value for effective campaign performance.

Renata Majcunic, Head of Campaigns & Media at Deutsche Bank AG, says: “At Deutsche Bank, we are always looking to utilise new data-driven measurement opportunities in our campaigns. The fact that we have now managed, together with our partners, to ensure ‘on the fly’ optimisation of the campaign in the increasingly relevant CTV environment makes me incredibly proud of the entire project team! And we will certainly not rest on our laurels, but will continue to try out new methods in the future. This is the only way we can adapt our media playouts to the new environments and constantly optimise them.”

Michaela Schmitz, Managing Director DACH at AudienceProject, says: “In collaboration with EssenceMediacom, WPP Media and Deutsche Bank, our measurement platform has provided detailed insights into net reach while enabling ‘on the fly’ optimisation of the campaign. This partnership demonstrates that measuring all CTV channels provides valuable insights and sets new standards for campaign measurement. We are thrilled to have contributed to the success of this campaign.”

Bastian Lütz, Managing Partner at EssenceMediacom, says: “WPP Media’s partnership with AudienceProject has further enhanced our ability to orchestrate campaigns across channels. The combination of measurable net reach maximisation while maintaining very high quality standards in BVOD environments enables us to fully exploit the enormous advertising impact of moving images – free from unnecessary debates about what is TV and what is digital.”