German media company ProSiebenSat.1 makes linear TV reach available to programmatic advertising campaigns.
With Programmatic TV, ProSiebenSat.1 subsidiary Seven.One Entertainment Group offers a turnkey solution from booking to playout and billing of the campaigns. The TV reach is determined in real time on the basis of HbbTV usage data and transferred to the audience prediction system, which is coupled with AGF viewer data. A TV ad server developed together with group subsidiary Virtual Minds broadcasts the spots in real time in the linear advertising block.
Grill manufacturer Weber-Stephen is the first company to use the new technology in collaboration with Mediaplus Group. The advertising campaign is currently running on all seven TV channels of Seven.One Entertainment Group.
“Programmatic TV is the most important innovation for the media industry since the introduction of Addressable TV and an important milestone in developing TV into a digital advertising medium. The linear TV advertising block will now also be accessible programmatically along the entire chain from booking to broadcast of the TV spot,” said Thomas Wagner, Chief Sales Officer of Seven.One Entertainment Group.
“Programmatic TV means: real-time planning, real-time booking and real-time reporting. This allows us to tap into the advantages of linear TV, such as our premium environments and high reach, especially for customers with a digital focus. Together with all market partners, we will continuously develop the product and gain experience,” added Wagner.