A major German shoe retailer is shifting its media planning to an AI-powered platform. The move aims to boost flexibility, transparency, and control over campaigns. Deichmann expects faster decisions and better use of its own data.
Deichmann, one of Germany's largest shoe retailers, is taking direct control of its media planning by adopting the AEOS OS platform from All Eyes On Screens (AEOS). The company aims to strengthen its internal management of media activities, linking planning, data analysis, and campaign measurement more closely within its marketing operations.
According to Deichmann, the decision to bring media planning in-house is designed to increase flexibility in campaign execution, make better use of proprietary data, and improve transparency and oversight of advertising spend. The company expects these changes to accelerate decision-making and potentially reduce costs, though financial details were not disclosed.
The AEOS OS platform, described as a "marketing operating system," uses artificial intelligence to orchestrate media channels and support real-time, cross-channel campaign management. It leverages video usage data from Vodafone, covering over a million German households and tracking both linear TV and streaming. Campaigns can be evaluated against business objectives set by advertisers, such as return on investment, revenue growth, or customer acquisition costs.
One feature, called geobalancing, automatically shifts advertising pressure between channels if linear TV performance falls short of targets, helping maintain reach. Planning and optimization are integrated within a single system, allowing for more agile responses to market changes.
Deichmann's move follows a broader effort to build internal marketing capabilities, having previously expanded its content and social media teams. Thomas Wrobel, Senior Vice President at Deichmann, said the company needs a media system that matches the speed of its content operations to ensure messages reach the right customers at the right time. He noted that modern media planning has become more complex and dynamic, requiring faster, more informed, and cross-channel decisions. Wrobel said AEOS OS will help Deichmann target its media activities more precisely and make campaign impact more transparent.
AEOS positions its platform as a tool for brands seeking greater independence in media investment decisions. CEO Marin Curkovic stated that AEOS OS is not a traditional media agency but an operating model for brands wanting to regain control over their media budgets. The company continues to work with established media agencies for agency-specific tasks.
The partnership was preceded by an internally planned TV campaign for Deichmann's Graceland brand, which reportedly outperformed relevant benchmarks and laid the groundwork for ongoing collaboration. Deichmann's in-house media unit now uses AEOS OS as a managed service, aiming to integrate planning, data, and optimization for faster market response and more targeted media investment.
This shift toward AI-driven, in-house media planning echoes broader industry moves to automate and optimize campaign management, as seen in other recent initiatives such as DoubleVerify's launch of DV Neura, which also leverages AI for media buying and campaign execution. For more on how AI is reshaping ad buying, see this overview of DoubleVerify's automated campaign technology.
Deichmann, headquartered in Essen, operates more than 4,200 stores across 31 countries and employs over 48,000 people worldwide. The company reported annual revenues exceeding €8.1 billion in 2025, making it one of the largest footwear retailers in Europe.
