Zattoo has launched server-based dynamic ad insertion, providing TV broadcasters and advertisers with new targeted advertising opportunities in the merging TV and internet markets.
The service launched together with advertising sales company Sport1 Media will allow advertising content to be cut from the live-stream of linear German sports channel Sport1 and replaced with new content inserted from the ad server in real time.
The dynamic ad insertion marketing offer from Sport1 Media works independently of the users’ viewing equipment. According to Zattoo, the company is the first TV streaming provider commercially offering such a solution to TV broadcasters, providing them with additional monetisation opportunities.
“The server-based development of dynamic ad insertion technology is the next decisive step for advertisers and agencies in combining TV and online planning. It offers new and flexible audience-specific marketing opportunities,” said Oliver Knappmann, Chief Sales Officer at Zattoo.
“Advertising clients no longer have to buy just national advertising space in the TV environment but, depending on their requirements, can align it with internet-savvy target groups and book this in line with their budget or specifically combine it with a TV campaign, for example when a product is only available for a fixed period or only makes sense for a digital target group,” added Knappmann.