German marketing service provider Flyeralarm Digital is now offering addressable TV advertising (ATV) in cooperation with RTL AdAlliance, a subsidiary of RTL Group.
The solution, which was developed with RTL AdAlliance’s SME Business Unit specialising in small and medium-sized enterprises, allows campaigns to be controlled via a self-service configurator.
Flyeralarm Digital not only assists with campaign planning, but also with the creation of the adverts, enabling both experienced advertisers and newcomers to place their brand messages in a targeted manner, according to RTL AdAlliance. Technically, the solution is based on the HbbTV standard, as an RTL AdAlliance spokesperson confirmed to Broadband TV News.
As only selected target groups within the reachable audience are addressed, costs are reduced, making television advertising affordable for small and medium-sized enterprises (SMEs).
The ATV solution enables customers to narrow down their target group, for example by gender, age and other characteristics. Additionally, geo-based targeting of ATV advertising is possible, allowing the target audience to be categorised by postal codes, cities, regions, or countries. Customers can also determine on which days and during what times their adverts will be shown.
“For us as an international advertising sales house, the cooperation with Flyeralarm is a milestone regarding how to best support small and medium-sized enterprises in cross-media campaigns as well as strengthen the TV medium in this area. Our ATV products and solutions are the perfect building blocks in the marketing funnel, enabling SMEs to achieve greater attention from their target audience. Through our partnership, Flyeralarm can now offer over 1.5 million customers addressable, digital TV advertising, providing scalable, tailor-made campaigns across multiple media types,” said Fabian Burgey, Director SME Business at RTL AdAlliance.
Alexander Dietrich, Head of Digital Advertising at Flyeralarm, added: “We are very excited about the cooperation with RTL AdAlliance and the opportunity to offer our customers such an advanced advertising solution. Addressable TV ads are a game-changer in the advertising industry, providing SMEs with the chance to more efficiently achieve their marketing goals and target their audiences with precision.”
The broadcasting of the TV advertisements is carried out using static or dynamic content that frames the ongoing programme as a switch-in XXL. The prerequisite for receiving ATV advertising is a smart TV set, with the function working via satellite, cable, and DTT.
