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ProSiebenSat.1 offers addressable TV on all channels

August 8, 2019 13.30 Europe/London By Jörn Krieger

The ProSiebenSat.1 advertising subsidiary SevenOne Media now offers advertisers the possibility to place targeted advertising on all channels of the German TV group.

The new product, which uses the HbbTV 1.5 standard, combines the reach of classic television with the targeting options of digital advertising.

“Addressable TV is one of the most significant areas of growth in marketing. Germany is a leading market in this field,” said Thomas Wagner, managing director of SevenOne Media. “With our patent-pending technology we are driving the combination of digital precision in delivery with the high reach of TV.”

“Be it prime-time or the morning show, our customers will benefit from the addressability of smart TV advertising on all channels and in all time slots. In future, we will also make addressable TV commercials available to the advertising market via our joint venture d-force,” added Wagner.

The addressable TV spots are based on a technology SevenOne Media has developed and filed for a Europe-wide patent. It allows the TV channel’s self-advertising spots to be overlaid with addressable spots in all advertising blocks.

In the beta phase, which started in autumn 2018, SevenOne Media carried out more than 60 addressable TV spot campaigns and gathered experience in this area together with the advertising customers.

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Related

Filed Under: HbbTV, Newsline, TV Tagged With: addressable TV, d-force, ProSiebenSat.1, SevenOne Media, targeted advertising, Thomas Wagner Edited: 12 August 2019 11:32

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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