RTL to use HbbTV for regionalised ads in Germany

IP DeutschlandIP Deutschland, the advertising sales subsidiary of German commercial broadcast group RTL, will offer advertisers the possibility to supplement nationwide TV commercials with regionally different diversions from July 2014.

With the solution based on interactive multimedia standard HbbTV advertisers can target viewers of RTL, VOX and n-tv in specific regions. The TV commercials carry an indication for the red button on the remote control. If pressed by the viewer, a regionally individualised microsite will appear on the TV screen through the internet containing information, promotional activities or competitions.

7.2 million households in Germany currently have HbbTV-compliant reception devices. Regarding the regionalisation, advertisers can choose between North/South/West/East, single federal states or cities.

“That is lived convergence between television and the internet, thanks to which we can offer our advertising clients this combination for the first time: German-wide advertising with regional reference,” Matthias Dang, CEO of IP Deutschland, said in Cologne. “There has been demand for this for a long time. Now we have an unbeatable proposition and look forward to the first test runs.”