Taking a nighttime spin in the car and sharing the experience with friends on Instagram is nothing unusual. But having your own snapshots become part of a TV spot — now, that’s something new. “In 2015 we worked with the Mini automotive brand to open up a whole new phase in the future of TV advertising,” explains Angelika Seemann, Sales Director of ProSiebenSat.1 marketer SevenOne Media, at her Munich sales office. The Instagram users’ photos provide the urban setting against which the indie rock band The Vaccines cruised around in a sporty Mini John Cooper Works. The spot attracted 46 million contacts among ProSieben viewers aged between 14 and 39 alone. Social media generated another more than five million contacts and more than seven million ad impressions.
But it’s not just the figures that prove that the power of TV remains unbroken among the younger generation. “No other medium can build such a big reach among all target audiences as fast as TV can,” says Matthias Brüll, the head for Germany of the world’s largest media agency network, Group M. “So it will continue to be the strongest advertising medium and the backbone of many campaigns in the years to come.”
ProSiebenSat.1 is taking advantage of that prediction. The Company has raised its revenue projections for the Broadcasting German-speaking segment to EUR 2.3 billion by 2018.
Television is the Most Used Medium
Big reach, targeted approach: Addressable TV combines TV and Internet
The market is gathering additional momentum from what is known as “addressable TV.” ProSiebenSat.1 is ringing in the next generation of TV advertising, combining the reach of mass-medium TV with the focused appeal of the online world. Using the “Hybrid Broadcast Broadband TV” technology standard — HbbTV for short — viewers can push a “Red Button” on their remote control for additional digital content on Internet-compatible TVs. For example, during an advertising spot they can push the button to view the advertised brand’s microsite to get more information. In 2015, SevenOne Media combined this interactive function with its new “SwitchIn” special advertising format for the first time. The digital advertising window, which can be displayed as a function of target group and geographical location, covers part of the screen as soon as the viewer switches to a ProSiebenSat.1 channel. But only those who belong to the selected target audience during the campaign period will see the ad.
Source: Nielsen „Screen Wars 2015.“
Car maker Daimler was the first client to try out this innovative ad combination for its Smart brand. The SwitchIn was selectively cut into the program environment on ProSieben, SAT.1, and kabel eins for the target audience aged between 30 and 59. The Red Button then took interested viewers to a special Web page with information about Smart test-drive events and product information. But an overlay can also be applied to a nationwide advertising spot to enrich it with local information. The first campaign of this kind was launched in 2015 for the Opel Corsa, divided up into dealer territories. A banner appeared over the national spot listing nearby Opel dealers. Then the “Branded Red Button” took the viewer to the nearest dealer’s Website. “HbbTV has equipped television with a turbocharger for the next 20 years,” says Jens-Uwe Steffens, Managing Partner of Hamburg media and creative agency Pilot. “Differentiating target groups and geographic fine-tuning — meaning precise approaches via the TV screen — are massive marketing drivers.”
More and more homes have a smart TV: About 30 million sold units projected by 2020
With more than 16 million HbbTV-ready devices in German households so far, our potential reach has exceeded the critical mass above which geographically displayed HbbTV advertising tailored for target audiences begins paying off for clients. This trend is growing fast. In the medium term, the number of devices will reach 25 million. “The more people we have connected, the more precisely we can address our target audiences,” is how Seemann views the future potential.
The advertising impact of addressable TV, with its combination of the Red Button spot and a microsite that leads viewers onward, is already proving its value today: Advertising recall and dwell times are rising sharply, along with the propensity to buy. “Addressable TV lets TV play to its strengths,” says media expert Matthias Brüll from Group M.
Prospects for strong growth in marketing: Virtual reality offers fascinating experiences
While addressable TV is still discovering the size of its market, the vision of entirely personalized advertising on the screen is already in the offing in the form of virtual reality. In 2015, ProSiebenSat.1 acquired a minority stake in American start-up Jaunt VR, which specializes in this kind of content. “Virtual reality is going to be a major push for TV and will open up new worlds, including in marketing,” Seemann is convinced. ProSiebenSat.1 has already run the first test cases at dmexco, the leading international trade show for digital marketing and advertising. Virtual reality will be able to take viewers to new realms. That implies a whole new world of fantastic entertainment — anytime, anywhere.
This lighthouse function will only become more important in a niched media world with its fragmented reaches. The value of TV is on the rise compared to other media.