Programmatic TV

What is PTV and why should you use it?

Programmatic TV (PTV) combines real-time digital ad booking and delivery with linear TV reach to ensure maximum quality for campaigns. This means it is possible to book advertising spots programmatically in the running TV programs.

With Addressable TV (ATV), you can only reach Internet-enabled (Smart) TVs. The advertising media are superimposed on the linear TV signal.

PTV campaigns are booked by customers via a DSP (digital booking platform). In combination with the TV-AdServer, the data-based mapping of the current target group and reach ensures that the right TV spot is broadcast in real time in the linear advertising block. The real-time measurements of switched-on HbbTV devices (Internet-enabled) also serve as a database for PTV in addition to the historical TV data.

If you’re already booking your campaigns programmatically, you can easily enhance your video advertising channels with linear TV.


Targeting Options

Target groups

Targeting to all viewers of the station. Data is composed of historical AGF data and real-time measurements (HbbTv).

Times

TV Prime time, times of the day, days of the week

Environment

TV channel

Your advantages with PTV

Targeting in Linear TV

Effective TV coverage

Digital transparency

Accessibility for all

Addressable TV (ATV)

What is ATV and why should you use it?

There are now many internet-enabled devices that can be used to watch TV, such as Smart TV, Fire TV Stick and game consoles. As a result, television, as the medium with the widest reach, can be combined with the target group-specific control of the digital world.

When advertising via addressable TV (ATV), advertising banners can be displayed through linear television. Through placements in linear TV programs, ATV implements new ways of addressing target groups. Brand safety is guaranteed at all times thanks to the use of high-quality transmitters.

When advertising via addressable TV (ATV), advertising banners can be displayed through linear television. ATV implements new ways of addressing target groups through the placement in linear TV programs. Brand safety is guaranteed at all times thanks to the use of high-quality transmitters.


Targeting Options

Target groups

Targeting through the use of existing target group data (demographic data, interest data)

Times

TV Prime time, times of the day, days of the week

Geo

State, city, zip code

Environment

TV channel

Your advantages with ATV

Complementary

to other channels to map the entire customer journey

Emotional messaging

through the use of suitable videos or large, meaningful banner formats.

Reaching the target group

in attention-grabbing situations, e.g. when watching your favorite series.

Flexibility

in campaign control through the advantages of real-time advertising.

Example cases

ATV

Whether large banners or videos – exciting advertising formats are possible in the ATV / CTV environment. Since we are operating here in a television environment, the banners no longer address just one person, but often the entire household. Even in this environment, exciting implementation options such as DCO measures are possible. Find out more about our creative services here.

Connected TV (CTV)

What is CTV and why should you use it?

Connected TV (CTV) enables advertising access to viewers who consume little or no linear television. While ATV has so far focused on displaying banners, CTV is concentrating on video advertising media, displayed as pre-roll or mid-roll ads. ATV and CTV Advertising are good options if you want to achieve a large reach.

The high reach that is attainable does not, however, mean that the advantages of real-time bidding are left out. In fact, the exact opposite is the case. You can also address your target group in the television environment via programmatic playout.


Targeting Options

Target groups

Targeting through the use of existing target group data (demographic data, interest data)

Times

TV Prime time, times of the day, days of the week

Geo

State, city, zip code

Environment

Media libraries

Your advantages with CTV

Complementary

to other channels to map the entire customer journey

Emotional messaging

through the use of appropriate videos

Target group

Above all, it reaches those who watch less TV or no TV at all.

Flexibility

in campaign control through the advantages of real-time advertising.

Example cases

CTV