Two different target audience groups watch two different commercials on a single channel at the same time. This is possible thanks to the new Addressable TV Spot, which the ProSiebenSat.1 Group’s sales subsidiary SevenOne Media launched in August 2019 after a roughly one-year-long beta phase.
“We developed the unique technology behind the Addressable TV Spot in-house and registered it for a Europe-wide patent,” says Thomas Wagner, Chief Sales Officer, ProSiebenSat.1 TV Deutschland. “Advertisers can define audience characteristics, such as age, gender, interests or net income, in advance and precisely tailor the content of their commercials to that target group. Overlayed over the standard commercial, the Addressable TV Spot is served exclusively to the preselected audience. Only ProSiebenSat.1’s own advertising is overlayed. Viewers who fall outside the predefined target group see the standard commercial. The technology is only supported on Internet-enabled TVs. The offer is available for all ProSiebenSat.1 stations and in all time slots, from morning shows to prime time.
“Addressable TV is one of the key sales growth areas,” says Wagner of the new offering’s potential. “In coupling precision of delivery with TV’s great reach, we are combining the best of the digital and linear worlds.” The advantages are obvious: “Thanks to the highly targeted nature of our Addressable TV Spot, it attracts maximum audience attention and perfectly complements our linear reach. This opens the door for advertisers who didn’t previously consider TV advertising an option. So we are appealing to a whole new segment of the advertising market.”
According to Wagner, the clients’ response has been positive: “In 2019 alone, we ran more than 100 campaigns for clients such as Nestlé, Opel and Vodafone. And the market potential for the coming years is huge.” By 2022, the combined market for Addressable TV and online video in Germany, Austria and Switzerland is expected to be in the single-digit billion range. There are currently some 18 million internet-enabled TV sets in the German-speaking countries, which can be targeted with personalized advertising options. Today, 36 percent of the German television audience can already be reached via smart TVs.