Premiere for household targeting: SevenOne Media and PREX erase the boundaries between TV and digital for ING
Unterföhring, December 4, 2018. SevenOne Media has premiered its new cross-device bridge allowing different devices within a household to be addressed in a targeted manner. For the first time, the ProSiebenSat.1 marketer and PREX, the programmatic advertising joint venture of PlanNet and Mediaplus, are realizing a corresponding cross-genre campaign for ING that combines the TV-based and digital addressing of target groups. For the campaign, which runs until the end of the year, ING is occupying digital environments in addition to traditional spots and addressable TV.
The new cross-device solution allows the various devices in a household – from TVs and tablets to smartphones – to be addressed anonymously and the ads shown to be optimally fine-tuned. The current test will be followed by the launch of a corresponding product in the coming year. The technological set-up is being provided by ProSiebenSat.1 Advertising Platform Solutions. The fully automated campaign is being conducted via the virtual minds Group companies Active Agent (DSP), ADITION (ad server), The ADEX (data management platform) and Yieldlab (SSP), in which ProSiebenSat.1 holds a majority interest.
Thomas Wagner, Managing Director, SevenOne Media: “For the first time in Germany, we are programmatically combining the reach of TV with digital advertising for ING. This opens up entirely new opportunities for advertisers in terms of storytelling or ensuring that contact is optimally fine-tuned for every household. Technologically, too, our innovative cross-device product represents another step toward smart reach.”
Wera Eisenmann, Media Manager, ING: “We expect programmatic to generate value added for our campaigns thanks to high data quality. SevenOne Media’s multi-channel approach will allow us to optimally extend our TV reach and continue our story digitally. We are looking forward to seeing the results.”
Julian Simons, Managing Director, PREX: “As part of the market relaunch campaign for our long-standing client ING, we are delighted to be providing impetus and participating in the birth of a targeted solution that is helping to break down conventional silo thinking when it comes to channels, making it both innovative and efficient.”
- Digital Communication | SalesStefanie PrinzHead of Communication Sales & DigitalTel. +49 89 9507-1199Stefanie.Prinz@ProSiebenSat1.com
- Digital Communication | Distribution | SalesMaurice BöhlerCommunication SevenOne Media, Advertising Platform Solutions, Distribution, 7TVTel. +49 89 9507-4139Maurice.Boehler@ProSiebenSat1.com