ARTE Deutschland TV GmbH: 360° ARTE

Public broadcaster ARTE leveraged Content Engagement Ads to promote the brand as a content partner with a cultural mission and build relevance among a younger demographic.

Campaign details

Brand: ARTE Deutschland TV GmbHAgency: Universal McCann DeutschlandRegion: EMEA

Strategy

Objective

The TV market is highly competitive, and the situation is increasingly intensifying. Users have been moving from 'push' to 'pull' for years to satisfy their individual needs. Streaming services are capitalizing on this trend and challenging linear channels for viewership.

ARTE, as a content provider, faces this intensified competition alongside many others. The situation is reflected in the decline of regular viewership. However, there is significant interest in culture among the younger audience, which presents growth potential.

In a time when TV...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands