Dynamic Creative Optimization: Commerzbank's tailored advertising

Media Frankfurt is turning the airport into a stage for personalised advertising: Dynamic Creative Optimization (DCO) allows advertisements to be dynamically tailored to specific target audiences, current events, and other factors such as flight data. This innovative technology was recently deployed in a Commerzbank campaign, where ads on baggage carousel screens adjusted in real-time to the language of arriving passengers, offering a unique and personalised experience.

 

Frankfurt am Main, 16 January 2025. A plane arrives from Paris. As passengers wait at the baggage carousel, campaign spots are shown on the screens in French. Shortly afterwards, passengers on a plane from Madrid arrive, and the language of the ads switches to Spanish. Media Frankfurt recently enabled such personalised messaging for a Commerzbank campaign. Across 164 baggage carousel screens, arriving passengers were greeted with ads in the language of their departure country.

“Language creates a sense of connection – especially at an airport, where people from all over the world come together. With this campaign, we took the opportunity to reach passengers directly in the language of their country of departure, building a truly special connection,” explains Nasrin Shaikh, Head of Marketing at Commerzbank. “This tailored approach not only leads to a higher attention but also fosters a stronger emotional engagement.”

Engaging financial knowledge through interactive content

Commerzbank adopted an interactive format, encouraging waiting passengers to test their financial knowledge. Quiz questions on various financial topics appeared on the screens, inviting passengers to participate. This playful approach not only made the waiting time fly by but also promoted interaction and engagement among travellers. A total of 34 clips in German, English, French, Spanish, and Italian were produced to ensure the messaging was tailored to diverse audiences.

Advantages of DCO technology: Precise and flexible

Through dynamic playout on digital advertising spaces, Media Frankfurt demonstrates how effectively DCO campaigns can enhance airport advertising. The benefits of this technology are clear: scatter loss is minimised, and passengers are reached with the right message at the right time and place. Real-time adjustments to triggers such as flight data represent just one of many possibilities.

“Our data capabilities also allow us to dynamically adjust ads based on financial data, such as stock prices, or sports events. For example, a specific message can be displayed when a stock price rises or when a goal is scored in a football match,” explains Martin Korosec, Managing Director of Media Frankfurt. “Additionally, we can also use external data sources to make these triggers even more diverse and respond to the individual needs of our customers. This opens up a multitude of unique opportunities for the future.” 

Take a look at the video on DCO technology, which illustrates the functionality using the Commerzbank campaign as an example:

 

About Commerzbank

Commerzbank is the leading bank for the German Mittelstand and a strong partner for around 25,500 corporate client groups. In addition, it supports private and small-business customers in Germany with more than €400 billion assets under management. The Bank’s two Business Segments – Private and Small-Business Customers and Corporate Clients – offer a comprehensive portfolio of financial services. Commerzbank transacts approximately 30% of Germany’s foreign trade and is present internationally in more than 40 countries in the corporate clients’ business. The Bank focusses on the German Mittelstand, large corporates, and institutional clients. As part of its international business, Commerzbank supports clients with a business relationship to Germany, Austria, or Switzerland and companies operating in selected future-oriented industries. In the Private and Small-Business Customers segment, the Bank is at the side of its customers with its brands Commerzbank and comdirect: online and mobile, in the advisory centre, and personally in its branches. Its Polish subsidiary mBank S.A. is an innovative digital bank that serves approximately 5.7 million private and corporate customers, predominantly in Poland, as well as in the Czech Republic and Slovakia.

 

About Media Frankfurt

Since 1971, Media Frankfurt has been the exclusive marketer of advertising spaces at Frankfurt Airport, the world’s largest connectivity hub. As a leading provider in the DACH region, the company enables advertisers to showcase brand messages in the unique airport environment, reaching several million international, high-income travellers annually – across both B2B and B2C audiences.

Through partnerships with additional airports in Germany, Austria, and Switzerland, Media Frankfurt also offers cross-location advertising solutions. Its extensive product portfolio includes innovative digital screens, static media, promotional points, and customised special formats. With its affiliation to JCDecaux – the marketer of over 200 airports worldwide – Media Frankfurt is a pioneer in the field of digital out-of-home advertising. For more information, visit www.media-frankfurt.de or find us on LinkedIn.

 

Press contact


Melina Bröcker
Marketing & PR Manager

Media Frankfurt GmbH
Unterschweinstiege 2-14 | 60549 Frankfurt | Germany
Phone: +49 69 6970873
Email: broecker@media-frankfurt.de

 

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