Observed Signal · Jan 18, 2017 · Partnership · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Philips Smart TV launches programmatic ads Europe
TP Vision Philips has partnered with Improve Digital to start European-wide programmatic video advertising on Philips Smart TV devices. The collaboration uses Improve Digital's Full Stack platform, 360 Polaris, to monetize Philips' TV inventory and connect premium ad experiences with advertisers. Advertisers will run pre-roll video ads inside the Philips Smart TV app environment, reaching audiences without ad blockers. Paolo Lopes, Partnership Manager Smart TV at Philips TV, calls the move a significant step toward programmatic advertising. Torben Heimann, Managing Director DACH at Improve Digital, notes that TV screen programmatic campaigns offer a modern equivalent to traditional TV spots and aligns with the shift from linear TV to video-on-demand. Kyra Steegs, Senior Video Director at Improve Digital, emphasizes connecting Philips' premium inventory with data and demand to deliver targeted video experiences. This partnership aims to expand European coverage and unlock new monetization for Philips' Smart TV inventory.
Significant step in expanding programmatic TV in Europe through a major TV brand partner.
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Key Takeaways & Evidence Grounding
- Improve Digital and TP Vision Philips partner to run programmatic advertising campaigns across Europe on Philips Smart TV devices.
- Campaigns are powered by Improve Digital's 360 Polaris Full Stack platform.
- Pre-roll video ads will run in the Philips Smart TV app environment.
- The collaboration aims to monetize Philips' Smart TV inventory and provide advertisers a new, ad-blocker-free channel.
- Executives Paolo Lopes (Philips), Torben Heimann (Improve Digital), and Kyra Steegs (Improve Digital) are quoted in the release.
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