Convey highly relevant advertising messages
How Addressable TV works
ATV’s strength lies in broadcasting adverts directly to selected households or geographical target regions with digital precision. The prerequisite for receiving such precisely targeted campaigns is an internet-enabled television, which according to Statista is found in over 70 per cent of German TV households. What viewers then see on their smart TV are formats such as “switch-in ads” that appear when changing channels or switching on, L-banners that appear at the edge of the screen or interstitials as full-screen ads when switching channels. Spot overlays are also possible, in which the classic TV advert is replaced by a regional spot. All formats enable the targeted playout of individualised advertising messages. ATV is therefore characterised by the fact that viewers in Munich, for example, see different adverts than viewers in Hamburg.
Lots of plus points
The advantages of ATV for local marketing are obvious: discount campaigns or current offers in stationary retail attract the attention of the television audience for a few seconds, or advertising measures with a local reference show the continuous brand presence on site. An extremely targeted approach communicates advertising messages more effectively and minimises wastage. For companies with several locations or retail branches, this means that each branch reaches exactly the target group that is relevant to it. Another advantage: with ATV, campaigns can also be adapted to short-term needs. Whether seasonal offers, special promotions or store openings – the flexible planning and playout of ATV campaigns offers numerous possibilities for highly topical measures. And since the success of ATV campaigns can be measured and analysed in real time, you can also immediately see which messages are best received.
Activate ATV packages with a click
Launching nationwide campaigns and playing out customised, location-specific advertising messages – many of our customers in the automotive sector use this option. They appreciate the combination of the broad reach of television and the precision of digital marketing and put together suitable ATV packages that our system customises for each dealer and launches with just one click. We are very happy to support brands in effectively advertising their local presence. ATV is a promising medium with a promising future, which thanks also to AI will increasingly be able to convey highly relevant advertising messages.
Would you like to find out more about your options for customising centrally managed campaigns regionally? Then simply get in touch with us here!
