Colruyt Laagste Prijzen is a Belgian retailer and is part of the Colruyt Group. Colruyt Laagste Prijzen compares its competitors’ promotional campaigns and special offers every day and uses this information to adjust its own prices. This means that Colruyt customers can always be sure of paying the lowest price.
Adhese is a Belgian ad server. It has a strong basis in Belgium and is increasingly active on foreign markets. The technology developed by Adhese makes it possible to deliver targeted advertising and content and to optimize campaigns. It provides relevant content for the appropriate target group at the right moment: Adhese causes websites and apps to respond intelligently to the profile, behaviour and interests of individual visitors.
Colruyt’s long-running campaign ‘Do I really need to compare every single promotion?’ provides targeted reinforcement to its ‘Lowest Prices’ baseline all across Belgium. Colruyt has purchased online media space (inventory) through Universal Media on the websites of the largest Belgian newspapers (internet and mobile). Colruyt uses the Adhese platform to independently place advertisements (rectangle ads) for its currently running promotions.
Gazet van Antwerpen
Het Belang van Limburg
Het Laatste Nieuws
Het Laatste Nieuws
Colruyt independently controls the inventory it has purchased from the various publishers. The advantages of this are clear:
- Saves time and resources (for both the advertiser and publisher)
- Complete control (campaigns can be modified quickly, at any time)
- Flexibility (various campaigns with different publishers, multiple media types – banner, video, in-house, etc.)
- Direct, central reporting
- Extra data and profile information
The campaigns are booked by Colruyt and then delivered by Adhese in the various formats available. Colruyt will subsequently decide where, when and to whom each promotion will be shown.
Adhese’s analytics and reports enable Colruyt to monitor each campaign in real time and to adjust or modify it if needed. The tools offered by Adhese enable optimization of every campaign.
Adhese enables Colruyt to use the purchased media space with a tremendous degree of flexibility. This means it is theoretically possible to post videos, articles or other content without any additional technical interventions. Targeting or capping within each publication is also possible (e.g. by device, operating system, IP address).
The advertisements shown are brought together centrally on a page on the online Colruyt network (landing page) where the visitor will see an overview of all currently running promotions. This landing page has been built entirely using the Adhese platform.
The evaluation below was presented by Colruyt and is based on research conducted by De Persgroep and Mediahuis.
The impact of the rectangle ads has been investigated by both publishers.
Internal research conducted by De Persgroep among its readers demonstrates that despite their small format, these rectangle ads can have a huge impact on brand recognition: