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.