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Germany trials addressable full-screen TV ads via HbbTV

September 16, 2015 21.20 Europe/London By Jörn Krieger

Welt der Wunder TV Inge Steiner (WeltN24 C. Pflug Fotolia)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.”

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Filed Under: Connected TV, Distribution, Marketing, Newsline, OTT, TV Tagged With: advertising, Goldbach Germany, HbbTV, MEC Germany, Welt der Wunder TV Edited: 16 September 2015 21:22

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About Jörn Krieger

Jörn reports on the latest developments in Germany, Austria and Switzerland. Since 1992, he has been working as a freelance journalist, specialised in digital media, broadcast technology, convergence and new markets. He also takes up University lectureships, writes articles in specialist publications, and produces radio reports. Jörn is also a moderator of panel discussions at industry events such as ANGA COM, Medientage München and IFA Berlin.

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