Observed Signal · Apr 16, 2019 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Addressable TV Expands Reach in Programmatic Ad Plans
Addressable TV (ATV) blends linear TV reach with online targeting by using the TV’s internet connection (HbbTV) as a separate channel for targeted placements. ATV enables viewers watching the same live program to receive different and more relevant ads, with regionalized SwitchIns and audience-based targeting derived from TV usage data. Despite fragmentation, linear TV remains the largest audiovisual medium for advertisers, with about 80% of Europeans reached weekly by TV ads. In Germany, HbbTV device counts have grown from under 1 million in 2004 to roughly 27.8 million by 2017 (per GfK Retail & Technology). ATV is positioned as a fundamental part of the programmatic media plan, integrated with display, mobile, video, DOOH, and audio, and supporting cross-media campaigns. The piece notes ATV gained attention at the 2018 Programmatic I/O conference in New York and advocates for a “Programmatic Everything” approach in the market.
ATV adoption and cross-media programmatic trend; industry relevance.
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Key Takeaways & Evidence Grounding
- ATV combines TV reach with online targeting via HbbTV as a separate channel for differentiated ad placements.
- ATV enables regionally localized SwitchIns and targeting based on TV usage data and viewer interests.
- 80% of Europeans are reached weekly by TV advertising; Germany had ~27.8 million HbbTV devices in 2017 (stand 2017, source GfK).
- ATV is cited as a core part of the programmatic media plan, used alongside Display, Mobile, Video, DOOH and Audio.
- ATV attracted attention at the Programmatic I/O conference in New York in 2018; the author promotes a Programmatic Everything approach.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
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