“We want to make watching TV for customers more personal and relevant,” said Joost Steltenpool, responsible for consumer market products at KPN.
“That’s why we are now starting to test customised advertising with Talpa Network’s TV channels, which has been common on the internet for some time now. Our customers ultimately decide for themselves whether they want this. We also want to give customers viewing tips that match their interests and preferences. If a customer often looks at documentaries on a certain subject, we make him aware of similar programmes.
For Addressable TV, KPN and Talpa Network will start a test from October with KPN employees who are also customers. They give permission to use customer data, including viewing behaviour, to receive more relevant advertisements when watching Talpa Network TV programmes, starting with SBS6. This means that some of the existing advertisements will be replaced by customised advertisements. For example, sports fans will receive more sport-related advertisements. Later, the channels Veronica, Net5 and SBS9 will also be added.
Once the test has been successful, KPN wants to offer customised advertising on a larger scale. Customers interested in a more personal TV experience, including viewing tips and customised advertising, will then have to give KPN explicit permission (so-called opt-in).
With this permission, KPN and Talpa will compile household profiles to enable the personal TV experience. The profiles are based on viewing behavior and administrative data, such as address, age, gender and subscriptions to channel packages. The various profiles are linked to specific target groups, such as ‘families with an interest in sports’. This allows advertisers to reach a specific target group in a more targeted way.
All data used to create a customer profile is only known to KPN and is never made available to third parties such as advertisers and television stations. Customers will also be able to withdraw their consent at any time.