What are the prospects for addressable TV in Central and Eastern Europe?
Earlier this week the ad sales house TVN Media, which is part of TVN Warner Bros. Discovery, launched the first addressable TV offer in Poland. The solution, which it describes as the first of its type in the world, consists of two variants. The first is copy splitting, which consists of changing TV copies as part of customers’ linear campaigns and is particularly effective in differentiating messages depending on geographic areas.
The second is dynamic ad insertion (DAI), which does not require the purchase of a linear TV campaign in advance and is suitable for marketers who for various reasons have decided not to be present on TV.
TVN Media’s offer is initially being made available on TVN Warner Bros. Discovery’s three main TV channels, namely TVN, TVN7 and TTV, and can be received on HbbTV-enabled TVs. However, it will soon also be available on connected TVs with the player.pl app and smart TVs in the cable and satellite environment.
HbbTV is clearly a driver for the introduction of addressable advertising, and in Poland’s case there are currently around 800,000 enabled TVs. However, other countries in the region are even better placed, with the Czech Republic, for instance, having had HbbTV for a decade and all three leading broadcasters (Czech TV, Nova and Prima) actively operating services. Indeed, in the case of Nova they have over 500,000 unique users a month.
Elsewhere, there is potential for addressable TV in a number of markets across CEE. RTL, which operates Hungary’s leading broadcaster, regards it as an increasingly important part of its business and says that it could account for 30-50% of all TV ad spend in Europe in the long term.
Meanwhile in Serbia, United Media launched an addressable TV solution named VIDA (Video Dynamic Advertising) in mid-2020. Since then, it is understood to have launched in several other markets in which the United Group company operates.
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