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Retail Media: Framen Wins Obi’s DIY Network

European DIY chain Obi teams up with Berlin start-up Framen to market its retail media network. Through its DSP, Framen now offers access to 220 videowalls in Obi stores in Germany, Austria, the Czech Republic, Hungary and Slovakia.

Framen, a subsidiary of German media house Axel Springer, expands its retail media portfolio to include Obi’s large video walls greeting customers at entrances, which are the DIY chain’s trademark digital signage screens. These screens have been available for programmatic booking since 2023, initially through SSP1 by One Tech Group, and now via Framen’s Ads Manager.

“We are constantly expanding our network in the retail media sector and are delighted to welcome Obi,” says Cherif Rouissi, Vice President Sales DACH at Framen. “This enables our customers to place their campaigns in the right contexts and reach their customers along the customer journey. We look forward to many great projects in this privileged collaboration.”

Rameder, a towbar and transport solutions provider, launched a first campaign on the Obi network’s launch day in the Ads Manager. The campaing offers Obi customers a 10% discount on towbars with installation until March 5. Using geo-targeting, the ads were displayed near Rameder assembly locations. Framen anticipates nearly 500,000 impressions for the campaign in the coming month.

Obi stands out as a pioneer in the DIY sector for retail media, being one of the few to market their digital signage screens to third parties. What sets the Obi network apart is its distinctive large video wall format. The network, available for booking through Framen, includes approximately 220 video walls in Obi stores across Germany, Austria, the Czech Republic, Hungary, and Slovakia.