In today’s digital age, the media landscape has changed dramatically, and TV advertising is no exception. ProSiebenSat.1 has joined forces with Virtual Minds to address this paradigm shift by introducing what is known as Programmatic TV to the Group’s channels, making it possible to target viewers with personalized content.
What is Programmatic TV?
Programmatic TV (PTV) is an innovative approach to marketing advertising space in the ProSiebenSat.1 station group’s linear TV programming, which offers numerous advantages for advertisers, such as more precise targeting or the ability not only to measure the effectiveness of campaigns in real time, but also to optimize them. In contrast to traditional TV advertising, where advertising space is bought on the basis of assumptions about target groups, PTV uses data-based extrapolation. For this, an audience prediction system draws on TV set reach, which it determines on the basis of HbbTV usage data. In addition, the Virtual Minds Media Manager uses historical AGF data and real-time measurement of current reach and target groups through switched-on HbbTV devices.
The booking is done via the Virtual Minds Active Agent DSP, which transfers the desired campaign spot via the Media Manager to the broadcaster’s playout system, which in turn integrates the spot into inventory spaces reserved for it. The respective commercial is finally integrated into the linear commercial break in real time and broadcast to all target group-specific TV end devices.
As the linear TV advertising block is now programmatically accessible over the entire route – from booking to broadcast of the spot – PTV represents a significant milestone in TV advertising and advertisers receive the full reach of the linear TV advertising block in combination with optimized target group targeting.
Programmatic TV increases efficiency of TV campaigns
By integrating with the programmatic ecosystem, advertisers will be able to more precisely target their desired audience segments based on demographic factors, increasing the effectiveness and efficiency of their campaigns. In the future, it will also be possible for advertisers to define these segments even more pointedly: Whether it’s young adults interested in sports or families with children – with Programmatic TV, campaigns can then be fine-tuned to increase the likelihood of reaching the desired target group.
This level of targeting not only increases the relevance of advertising, but also minimizes wastage, which ultimately leads to better results for advertisers as well as improving the viewer experience.
"Programmatic TV facilitates TV entry for many clients who have a strong focus on digital media strategies and have had little to no previous exposure to the TV world," explains Anela Causevic, Teamlead Technical Solution d-force. She continues, "Integrating programmatic TV into the media mix opens up many new opportunities at the planning level for advertisers to create consistent brand experiences and increase brand recall and loyalty."
Programmatic TV facilitated the entry into TV for many customers who had a strong focus on digital media strategies and previously had little or no contact with the TV world.
