IP Austria is expanding its addressable TV offering
Three Austria are won as first movers
Vienna (OTS) – Pictures are available for the message HERE available for download in the press area.
The cross-media reach marketer IP Austria is expanding its addressable TV portfolio for the switch-in spot. This was initially only available for the broadcaster RTLZWEI. The offer has now been expanded to include the channels RTL, RTLup, NITRO, VOX, ntv, LT1 and schauTV, thereby increasing the reach for IP customers enormously. The customer Drei Austria was won as the first mover for the extended Switch-In-Spot offer.
The 10-second spot for the Xmas consumer campaign was booked together with UM PanMedia and their programmatic special unit Matterkind and was broadcast purely programmatically from mid-November to mid-December 2022.
Michael Pernkopf, Online Sales Manager at IP Austria: “Addressable TV has long been a way for many advertisers to combine the best of the TV and online worlds. Thanks to precise addressability and a wide range of targeting options, the customer experiences a boost in reach in the RTL universe. With the first mover campaign for Drei Österreich, together with UM PanMedia and Matterkind, we are showing for the first time how an AddTV switch-in spot can be used for advertising in the content environment. We see great potential here for our customers and for us as IP Austria.”
Alex Binder, Media Manager at Drei Austria, takes the same line: “As one of the leading full-service providers for telecommunications, we see it as our responsibility to constantly develop media channels. Switch-in spot directly in the TV program environment offers the opportunity and variability to address our relevant target groups even more specifically in classic TV.”
“The innovative addressable TV switch-in spot is incredibly effective. Full-screen moving image with sound, specifically programmatically controlled with appropriate segmentation and targeting integration. With this new opportunity and individuality, we can not only reach target groups with pinpoint accuracy, but also lay a new foundation for further communication channels.”says Jürgen Stecher, Managing Partner at Matterkind.
The addressable TV switch-in spot offers full attention to moving images during the switching process in the program environment. The spot is shown during the switching on or switching process and is faded into the current program. The spot WILL be printed in an editorial framework and superimposed on the linear program for a short time. A countdown counts down the time until the end of the maximum 10-second spot. The switch-in spot can be designed interactively and can be controlled according to various targeting criteria. It also allows contact class management.
Questions & contact:
IP Austria
Catherine Renner
PR & Communication
Phone: +43 1 3678040 60
Catherine Renner@ip.at