Leading Austrian horizontal marketplace Willhaben.at has deployed its first programmatic flex-ad campaign in cooperation with German insurance company Allianz.

With the new campaign, users can calculate the cost of insurance for a vehicle while searching for it. According to Willhaben, the campaign has led to an increase in its conversion rate.

“Together with Allianz, we were able to develop a method to pass relevant data from the user’s search ad on to the flex ad, automatically and in real time,” said Jochen Schneeberger, head of digital advertising at Willhaben.

“We were able to use the special advertising format Flex-Ad programmatically for the first time,” said Bettina Binder, head of media and brand management at Allianz. “This enables us to use this format optimally along the user’s journey in order to meet our targets in terms of insurance calculations and purchasing.”

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