Addressable & CTV: advertising of the future
Discover the future of television with Addressable TV and Connected TV! These innovative technologies enable personalized advertising and open up exciting opportunities for advertisers and viewers alike.
Addressable TV and connected TV are two exciting developments in the field of television.
Addressable TV refers to the personalized broadcasting of digital advertising to specific households or target groups in linear television programming. This is made possible through the use of data that takes into account viewer behavior, demographic information and other relevant factors. This targeted advertising is more relevant and effective as it is tailored to viewers' individual interests and preferences.
Connected TV, on the other hand, refers to television sets that are connected to the internet or video platforms on PCs, tablets, games consoles or mobile devices and can therefore offer a wide range of online content and services. Connected TV gives viewers access to streaming platforms, social media, video-on-demand services and much more. This opens up a large number of entertainment options and allows the target group to watch their favorite content flexibly and conveniently. Connected TV opens up a new world of television to viewers by allowing them to enjoy their favorite online content on the big screen. They can access the latest films, series and videos at any time without having to rely on linear TV programs. With an internet connection, they can also use social media, play games or even shop - all directly from their TV.
The advantages of addressable TV and connected TV are manifold:
Targeted audience targeting: Data-based playout allows advertising messages to reach precisely the relevant viewer segments, which minimises wastage.
Greater advertising impact: Personalised advertising increases relevance for viewers and boosts acceptance and conversion rates.
More efficient use of budget: More precise targeting options ensure that the advertising budget is used optimally and ROI is maximised.
Optimised user experience: Advertising is contextually adapted and perceived as less disruptive, which improves brand perception.
Measurability and transparency: Detailed performance analyses enable data-driven optimisation and better monitoring of campaign success.
Extended reach potential: The combination of linear TV and digital channels ensures a scalable yet highly individualised approach.
Innovative advertising formats: Interactive and dynamic advertising options create new touchpoints for deeper customer loyalty.
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