In partnership with Chio, 24i, Isobar and Carat, SBS Broadcasting in the Netherlands has implemented addressable TV. With its partners, SBS has developed a standardised solution to offer additional content for consumers, on one hand, and addressed opportunities for the advertiser on the other.
“Our ambition as a broadcaster is to develop addressable TV in the Netherlands. This implies content enrichment for the consumer and relevant contact moments for the advertiser,” said Dorine van Mullem-Ale, director of business intelligence & strategy at SBS.
“I would like to take an example of countries like Germany and England who made some very successful steps in the new TV shows. We have complete confidence in Carat, Isobar and 24i to make addressable TV a success. The first step as part of a comprehensive data strategy is taken together with a standardized solution that we can provide to all advertisers. ”
400,000 Dutch people are able to receive the HbbTV signal. During the Chio Heartbreakers campaign, they are presented with layers appearing during the programme produced by Talpa; Should we play a game? By doing it this way, online activations are offered within the linear channel. The interactive message from Chio is shown during the snack moments on the SBS6 programme. In addition, the Chio interaction moments will be deployed in the coming weeks within the commercial breaks for additional range.
Ronnie van Briemen, head of AV Media at Carat: “From the partnership perspective we are able to continue to offer our advertisers added value in a highly evolving television market. Talking about HbbTV is one side but actually doing it, requires entrepreneurship. Together with our partners SBS, 24i and our sister agency Isobar, we make this happen for Chio. Our vision is that television will remain of great value for all kinds of brands.”
“Through our partnership with Carat and Isobar, we are able to deliver superior results to advertisers by leveraging advancements in data and technology,” said Madelon Olsthoorn, VP Global Partnerships at 24i.
“Bringing addressable capabilities to television will not only personalize the viewing experience across platforms and help enhance sales efforts with data-driven insights and automation, it will also enable advertisers to gain new insights into audiences to optimize their media buy. We are delighted to work with SBS Broadcasting on this project.”