Advertising sales company Goldbach Germany and media agency MEC Germany have commenced testing addressable full-screen online commercials on a linear TV channel for the first time in Germany.
The 10 to 20 second-spots are being aired through HbbTV on German free-to-air TV channel Welt der Wunder TV. The online video ads are sent from a central ad server to specific target groups who receive them on their smart TV sets.
“We consider addressable television to be an important topic of the future,” said Sabine Lipken, managing partner at MEC Germany. “The combination of linear television with the internet creates new advertising possibilities characterised by low wastage and excellent measurability.”
