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Retail Media
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Retail Media at OTTO: Introducing Advertising Services
We are OTTO's central marketing unit in the retail media business and therefore bundle the offers for onsite and offsite advertising, various offline channels and services. Depending on requirements, the offers can be booked by advertising customers such as suppliers, marketplace partners, media agencies, retail agencies and direct customers, Otto Group wide. The Advertising Services and Retail Media business thus strengthen the otto.de platform as an integral part of the OTTO value chain.
How does retail media at OTTO work?
In the world of e-commerce, the term retail media is usually used exclusively to describe data-based advertising in the environment of an online store. This is how Retail Media began at OTTO, but now it involves more than just banner advertising.
Advertising Services offers a far more comprehensive marketing portfolio that not only focuses on otto.de, but also includes the Otto Group and other Internet pages. The basis for our activities: The responsible handling of our reliable first-cookie data. Offline advertising, such as digital billboards at train stations or bus stops, is also part of the range of Advertising Services.
The latter is known to us by the acronym DooH (Digital out of Home). Together with the P.N.T.A technology (Profile Environmental Tagging) we have developed for outdoor programmatic advertising, this allows us to control the digital advertising posters in a target group-specific manner and in consultation with our partners, thereby addressing the user at the right time and in the right place.
In addition to DooH, our display marketing as well as SPA (Sponsored Product Ads) is a popular way to get more visibility for your own products on the otto.de platform.
If you would like to learn more about the Advertising Services products, take a look at the OTTO Retail Media page or the OTTO Newsroom.
Are you interested in effective marketing?
The 5 Advertising Services Teams
Business Development
Business Development drives the development of the marketing and product portfolio. Specifically, projects for the further development of the onsite and offsite products of Advertising Services for the retail media business are managed here.
Platform and retail partners or external advertisers use the extensive product portfolio and our marketing and data expertise to increase visibility in the relevant target group.
Key Account Management on the marketplace: Our sales business
In the key account function, the sales colleagues look after the marketplace partners and colleagues in the purchasing areas (categories) with regard to marketing opportunities at OTTO. This is implemented, for example, with onboarding to self-service functions on the platform or by means of extensive campaigns for entire product lines. Depending on the area, the discussions take place directly with the partners or the category.
Operations & Tech
This area works cross-functionally on the planning, execution and optimization of advertising campaigns. The department is divided into four teams:
- Operations: The "COPS" create, manage and evaluate the campaigns.
- Creative Solutions: The creative implementation of advertising opportunities (display, video, newsletter,...)
- Programmatic: Inventory is bought or own inventory is sold
- Technology: This where we develop our features, check the proper functioning of our tech stack and implement features or apps.
Funnel +
It is important to us that our employees can combine their work and private lives as effortlessly as possible. That's why you can choose to support us from 65 hours up to up to 130 hours a month, five days a week. Since the beginning of 2021, this area has been established as a start-up within OTTO. The cross-functional team consists of:
Together, the colleagues are working on a platform that allows online stores to generate new revenue streams by marketing order confirmation pages. They are also looking at advertising options for efficiently acquiring new customers. All this with the speed of a start-up and the resources of a large company.
- Front-end developers*,
- Backend developers
- Partner managers (junior and professional)
- Performance marketing managers (junior)
Together, the colleagues are working on a platform that allows online stores to generate new revenue streams by marketing order confirmation pages. They are also looking at advertising options for efficiently acquiring new customers. All this with the speed of a start-up and the resources of a large company.
Controlling & Finance
This department ensures transparency. In other words, the colleagues demonstrate the successes of Advertising Services and its positive contribution to OTTO's profitability. They also act as business partners for various departments.
And which team do you fit into?
Advertising Services is diversified. In addition to frontend/backend developers, project managers, product owners, marketing & PR specialists and controllers, the division offers a variety of different job profiles. The teams are dynamic and bring a hands-on mentality and a strong team spirit. A high level of self-motivation, a great willingness to learn and a fundamental interest in retail media are required here.
Among the colleagues in Advertising Services, the exchange with other departments is cultivated and a lot of work is done with internal, but also external interfaces. Due to the size of the department and the resulting diversity in the teams, both professional and individual development is possible.
For example, it is common practice in the operations area to rotate through each employee, who gets to know every product managed and marketed, in order to avoid "insular knowledge".