SevenOne Media, the advertising sales subsidiary of German broadcast group ProSiebenSat.1, and media agency pilot Hamburg have carried out an addressable TV advertising campaign for the first time.
Over a period of four weeks, commercials for the advertisers Hochland, Schwartau and Vamos Schuhe were broadcast in parallel on free-to-air TV channels ProSieben Maxx, Sat.1 Gold and kabel eins Doku. The actual spot the viewers saw, was depending on the location of the TV set. For example, viewers in Cologne saw a different commercial than viewers in Hamburg within the same advertising block.
The addressable TV spots were implemented using IP targeting. The technical basis was smart TV standard HbbTV 1.5. According to SevenOne Media, the company can reach a total of around 12 million TV sets in this way.
“Addressable TV offers many new possibilities for advertisers to address a TV channel’s viewers more individually with their message, for example through specific targeting,” said Thomas Wagner, managing director of SevenOne Media. “With the test campaign for these three customers, we show for the first time how specific groups of viewers can be targeted individually using addressable TV, even within an advertising block. But this is just the beginning. Addressable TV spots hold great potential for our customers and for us at SevenOne Media.”
Anja Liebig, head of audio-visual communication at pilot Hamburg, added: “Addressable TV and particularly addressable TV spots are real innovation topics on the advertising market. This first deployment, primarily designed as a technology test, gives us great confidence that we will soon gain a powerful new tool for further increasing the impact of campaigns for our customers.”