[Watch Video] German media company ProSiebenSat.1 brings bumper ads, the short advertising spots from the online world, to its TV channels.
For Vodafone Deutschland and the new mobile phone tariff CallYa Digital, ProSiebenSat.1 advertising subsidiary SevenOne Media is rolling out an addressable TV advertising campaign. The Vodafone commercials will run on the ProSiebenSat.1 channels until the beginning of October 2019.
“Addressable TV adds completely new possibilities to TV advertising. The new short-form spots are one of these possible applications alongside targeting,” said Thomas Wagner, CEO of SevenOne Media. “Together with Vodafone and Wavemaker, we are now testing bumper ads on TV for the first time and are gathering experience in this area together with our customer – for example with regards to the advertising effectiveness. After a successful trial, such a product could go into regular operation in the next few months.”
Anne Stilling, head of marcomms and media at Vodafone, added: “With a broad-based TV campaign to launch a product like CallYa Digital, we are quickly achieving high reach. Addressable TV also enables us to address the young target group directly through new, fast formats and appropriate targeting. This is a promising combination! We are curious to see the results of the accompanying research study.”
Technically, the solution is based on HbbTV, as a ProSiebenSat.1 spokesman confirmed to Broadband TV News. On smart TV sets suitable for the HbbTV standard and connected to the internet, the entire advertising block is sent out online, enabling the exchange of individual spots for specific target groups.
