SevenOne Media and pilot Hamburg implement first addressable TV spot campaign for Hochland, Schwartau, and Vamos Schuhe

Parallel addressable TV spots via IP targeting Campaign in the programming environments of ProSieben MAXX, SAT.1 Gold, and kabel eins Doku HbbTV 1.5 allows spot targeting with high reach

Unterföhring, October 10, 2018. SevenOne Media and pilot Hamburg have implemented an addressable TV spot campaign for the first time. Over a period of four weeks, spots for the customers Hochland, Schwartau, and Vamos Schuhe were broadcast in parallel, depending on the location of the TV set. For example, viewers in Cologne saw a different advertising spot than viewers in Hamburg in the same advertising block. In this way, the advertisers, the ProSiebenSat.1 marketer, and the media agency gained experience in the dynamic broadcasting and superimposition of spots via addressable TV within an advertising block.
The addressable TV spots were implemented using IP targeting. The technical basis for the innovation is the widespread smart TV standard HbbTV 1.5. In this way, the advertising customers benefit from a large population of TV sets. SevenOne Media reaches a total of around 12 million TV sets via addressable TV for the various offers in this area. As part of the campaign for Hochland, Schwartau, and Vamos Schuhe, SevenOne Media superimposed the spots in advertising blocks on ProSieben MAXX, SAT.1 Gold, and kabel eins Doku.
 
Thomas Wagner, Managing Director of SevenOne Media, comments: “Addressable TV offers many new possibilities for advertisers to address a TV station’s viewers more individually with their messages – for example, by means of targeting. With the test campaign for these three customers, we and pilot Hamburg show for the first time how specific groups of viewers can be targeted individually using addressable TV, even within an advertising block. But this is just the start. Addressable TV spots hold great potential for our customers and for us at SevenOne Media!” Anja Liebig, Head of Audiovisual Communication at pilot Hamburg, says: “Addressable TV and particularly addressable TV spots are real innovation topics on the advertising market. This operation, primarily designed as a technology test, gives us great confidence that we will soon gain a powerful new tool here for further increasing the impact of campaigns for our customers.”