Addressable TV Agency - Success through precision
With an average daily TV viewing time of just under 200 minutes for the population as a whole, television remains one of the most popular and opinionated media. However, the landscape of television advertising is changing. With the advent of new technologies and changes in viewers' viewing habits, innovative ways of communicating advertising messages are emerging.
Addressable TV combines the broad reach of traditional television with the precision of digital advertising to create a unique, effective and more cost-effective platform for brands and advertisers.
Addressable TV allows small and medium-sized companies to benefit from the broad appeal of television and deliver their messages precisely to the right target groups - even without their own TV commercial.
95% of the German population watches television every month.
What is Addressable TV?
Addressable TV is a hybrid of traditional television advertising and digital targeting options. This form of advertising can be played digitally on addressable TV sets, so-called smart TVs, which are connected to the internet using the HBBTV standard. This allows advertisers to display ads and commercials to television viewers who have certain characteristics. This includes demographic data, viewing habits or interests, for example, creating a much more relevant and engaging advertising experience.
Addressable TV vs. linear TV
Addressable TV and linear TV differ mainly in their approach to broadcasting and targeting advertising. With addressable TV, advertisers can target their advertising to specific households or viewer groups via internet-enabled smart TVs. This type of advertising uses detailed data analysis to tailor commercials to the specific interests, demographics or behavior of the audience. This allows, for example, different households to see different commercials during the same TV program that are tailored to their specific needs and interests.
In contrast, linear TV programming is based on a traditional broadcast model where the same advertisement is shown to all viewers of a channel at the same time, regardless of their individual preferences or characteristics. This model offers no opportunity for personalized or targeted advertising delivery.
Low barriers to entry with ATV
The low entry barriers of Addressable TV, through alternative ad formats and specific targeting, are particularly attractive for small and medium-sized companies: Addressable TV is more cost-effective than regular TV advertising due to an adjusted minimum booking volume for simple advertising formats and can also be realized without moving images.
Take off on television now!
Use this innovative advertising opportunity to bring your brand directly into the living rooms of your target group. No more wastage - but targeted, high-reach advertising that is tailored to the interests of your audience. We look forward to getting to know you and your company in a no-obligation initial consultation.
Advantages for advertisers
Targeting specific viewer groups selected for their demographics, interests or consumption habits.
Scatter loss is reduced. The efficiency of advertising expenditure increases as the advertising reaches your target group directly and without detours.
You can create different versions of an advertisement and adapt them to different segments of the TV audience to achieve a greater response.
The effectiveness of addressable TV campaigns can be accurately measured. Data on viewing habits, interactions and conversions provide valuable insights that can be used to fine-tune future campaigns.
Addressable TV integrates seamlessly with digital marketing strategies, allowing you to deliver a coherent message across multiple channels.
Higher engagement rates can be achieved by focusing on target groups and personalized content. Television viewers react more positively to advertising that they perceive as relevant and interesting.
Choose between different advertising formats:
The various addressable TV advertising formats differ in terms of the following points:
- Length
- Time of appearance
- Scaling
- interactivity
- Costs & minimum booking volume
Maximum attention
The "Switch In" ad, which appears shortly after an HBBTV-enabled TV is switched on or off, is particularly effective because it uses a moment when the viewer typically focuses their full attention on the screen. This attention-grabbing moment occurs when viewers actively search for information or want to know what will appear next on the screen after switching on and off with the remote control. In this state, they are more receptive and receptive to new content, including advertising messages.
In contrast to other forms of advertising, Switch In also offers the advantage that the program continues while the advertisement is displayed. This makes it possible to take in the advertising more casually without having to actively engage with it.
Your individual way into television with DREIKON
We accompany you on your way to ATV marketing, regardless of your level of experience and budget. Whether it's a cost-efficient banner or a TV spot with moving images and all the trimmings - we take care of the (video) graphic implementation, the precise target group approach and a high-reach and target group-oriented placement in the TV program.
As a video agency, we are happy to take on the production of a high-quality TV commercial that is tailored to your specific marketing objectives.
Do you already have a commercial suitable for ATV? We are ready to support you in the successful placement of your commercial on television.
Regardless of your current status, we start our collaboration with a detailed consultation. This allows us to identify your brand's potential and work together to develop a customized plan that focuses on your goals.
Targeting options
Addressable TV offers a variety of targeting options that allow advertisers to aim their advertising directly at specific viewer groups. These targeting options use a variety of data to maximize the effectiveness of advertising. Here are the key options:
Socio-demographic targeting (Socdem targeting)
Commercials are broadcast based on the viewer's socio-demographic data. This includes demographic data such as specific age groups, gender or net household income. This information can be used to personalize advertising content that is likely to resonate and be relevant to the specific demographic group.
Geographic targeting (geo-targeting)
This type of targeting focuses on the geographic location of the audience. Ads can be broadcast on a national, regional or even local level. Depending on the placement network, advertising can even be delivered to a 5-digit zip code. This is particularly useful for local businesses or services that want to target customers in a specific geographic area, e.g. a state.
Interest-based targeting (Interest Targeting)
When designing television advertising, you as the advertiser can actively decide on which channels and during which programs your advertising should be played. This enables targeted placement of advertising in program environments that correspond with the product or service.
Incremental & reminder targeting (Incremental & Reminder Targeting)
Reminder targeting is used to remind customers of a brand or product, especially if the customer has already signaled an interest in buying. Repeated exposure maximizes the advertising impact. Advertising recall can be increased by up to 49% with Addressable TV.
This is how many people you actually reach
With Addressable TV, you can reach thousands of people. This is how many smart TV devices connected to the internet there are in the respective cities:
- Münster: approx. 170,000
- Dortmund: approx. 250,000
- Cologne: approx. 480,000
- Essen: approx. 220,000
- Düsseldorf: approx. 330,000
- Hanover: approx. 190,000
- Berlin: approx. 920,000
- and much more
Your options with Addressable TV - the bottom line
Addressable TV offers you the opportunity to design your advertising messages in a targeted and efficient manner. By using data on viewer preferences and behaviour, this form of advertising enables a highly personalized advertising approach that goes beyond traditional TV advertising formats. This leads to more relevant and engaging advertising content for the audience, significantly increasing the likelihood of a positive response and interaction. In addition, Addressable TV allows precise performance measurement and optimization of campaigns in real time, resulting in a more effective use of the advertising budget. The ability to play out various advertising media to specific target groups also enables small and medium-sized companies to place advertising on TV.
Addressable TV is therefore a powerful tool that helps you to reach your target groups more precisely and maximize the effectiveness of your advertising expenditure.
Precision meets reach: Your entry into Addressable TV
Take a step into the future of television advertising with Addressable TV! Our online marketing agency helps you to send your advertising messages directly and precisely to your target group. With advanced segmentation and targeted delivery, we enable you to maximize the reach and resonance of your campaigns and gain an advantage in the advertising market.
