Belgian IPTV operator Proximus has concluded an agreement with RMB (Régie Média Belge) for the launch of addressable advertising on television.
As from the first quarter of 2020, RMB will use the Proximus platform to launch targeted TV campaigns.
Proximus is preparing the commercial launch of its platform for addressable advertising, or targeted TV advertising. This allows media agencies to address advertising campaigns on TV according to the profile and interests of the viewers.
The agreement enables RMB to use a platform that Proximus makes available, on which it can program, launch, manage and report on
targeted TV campaigns. This can be done on any screen (Television, PC and smartphone) and this in live and in replay.
The agreement was concluded following a successful test phase. RMB ismaiming for a commercial launch in the first quarter of 2020.
“We are very pleased that we can finally announce this milestone, and we thank the teams at Proximus,” said Massimo Papa, Deputy General Director of RMB.
“We are convinced that this technology – fully in line with our brand positioning “Be Remarkable” – will give a boost to creative ideas in our sector, and is a good preparation for a world of ‘less but better advertising'”
“The TV advertising models we have been working with since time immemorial and which form the basis of our present commercial models are evolving and are being superseded,” said Yves Gérard, CEO of RMB.
“The technology that Proximus is developing is the sector’s right response to this evolution and I look forward to RMB becoming one of the pioneers of addressable advertising in Belgium.”
Bart Swimberghe, Head of Proximus Smart Advertising, added: “This is an important step in offering addressable TV and we are very pleased that we can make this step in cooperation with RMB. It is a first for the French-speaking part of Belgium, and we have the ambition to extend our offer to the entire country in the near future.”
