TVN Discovery Group has become the first media company in Poland to offer addressable TV solutions.
According to the group, experts from the consulting company Deloitte estimate that in 2022, approximately 5% of all global video advertising expenditure – approximately $7.5 billion per year – will be spent on addressable advertising on TV. Due to the high potential of the addressable TV TVN advertising model, the Discovery Group has become the first on the market to decide to implement dynamic ad insertion (DAI) solutions on linear television.
Commenting on the development, Piotr Tyborowicz, director of the advertising office of TVN Media and member of the board of TVN Discovery Group, said: “The ability to direct a message to a selected person revolutionises the functionality of TV advertising. DAI crosses the barrier between the world of linear and online products, creates a wealth of new opportunities and thus fits into the mission of our group, focused on increasing the effectiveness of the offer. We understand how important technological progress is today – that is why we are the first entity on the market in Poland to launch addressable TV solutions”.
TVN Discovery Group points out that as many as 77% of newly sold TV sets on the Polish market are connected to the internet. In the longer term, this means a rapid increase in the use of these devices for addressable television solutions.
In the first stage, TVN Discovery Group’s offer will be available on digital terrestrial TV sets with active HbbTV technology, enabling the emission of a set of addressable advertisements dedicated to a specific audience from the adserver. For this purpose, a technology will be used that enables dedicated advertisements to be “superimposed” on a standard advertising block broadcast on nationwide television. In the initial phase, the offer will be available on TVN, TVN7 and TTV.
The group also notes that there is an attractive audience within the range of its addressable television solution. Indeed, people aged 15-44, with a higher level of education, professionally active and with an above-average income are overrepresented in it.
