In this week’s egtabite we introduce Publitalia ‘80’s Connected TV (CTV) advertising offer. We also dig deeper into how the sales house deploys attribution models to prove campaign effectiveness down to drive-to-store level data.
Publitalia ‘80, the Mediaset Group’s sales house in Italy, first introduced its CTV offer in 2017, called ADD+. Brands were able to launch targeted ad campaigns based on Mediaset’s first-party data, derived from content consumption and consumers’ geo-behavioural information.
Since its inception, the CTV offer has greatly evolved, incorporating new measurement solutions for clients. Publitalia ’80 has relentlessly searched for tools and models to measure the effectiveness of advertising campaigns. The acquisition of a mobile data company, Beintoo, in 2020 marked a significant milestone for the sales house on this journey.
Proving uplift with the right technology
Beintoo is an Italian mobile data company operating in the digital advertising and data-driven field. Through a proprietary technology, Beintoo reads offline behavioural information (from more than 8 million smartphones) and translates location data into valuable insights to reconstruct consumers habits and preferences. Through this technology, Publitalia ’80 developed an analysis model able to measure the impact of addressable campaigns on Connected TVs, in terms of in-store visits, demonstrating to clients the efficiency of the medium.
How does the model work?
First, through IP matching, the model identifies the CTVs exposed to the addressable campaign and matches them with the smartphones of Beintoo’s universe. Then, the model compares the group of those exposed to the advertisement to a homogeneous unexposed group.
Finally, the client receives the data on in-store visits by both groups, the percentage increase and comparison between the two groups (uplift). For clients without a physical store, the attribution model has been extended to measure drive-to-web campaigns.
Incorporating cross-media planning & measurement
Publitalia ’80 has increasingly concentrated on integrating cross-media measurement capabilities. The analysis available today includes cross-media planning on linear TV, smart TV and digital (web and audio).
Leroy Merlin, a French-based home improvement and gardening retail company, was the first client to take advantage of the new measurement solution. The retailer planned an addressable campaign that involved CTV and digital audio, to reach geographically-targeted audiences, promote digital flyers and encourage physical store visits. The attribution analysis proved that users that were exposed to at least one of the two media visited Leroy Merlin stores in higher numbers than the control group not exposed to the ads. The analysis also showed that the greatest impact was on those exposed to both the TV and digital ads, with an uplift of 48.6%.
“Technology is becoming more and more important across the Group’s advertising offering: it allows brands not only to plan cross-media campaigns and reach fragmented audiences, but also to measure the ad effectiveness through concrete and innovative tools”, says Silvia Broggi, MarTech & International Marketing Director at Publitalia ’80. “The high interest of brands in our attribution analysis demonstrates, in fact, how important is for the market to verify the real value of advertising investments. The evolution of the attribution model, available also to measure the added value of cross-media campaigns, shows how the digital media integration allows customers to achieve marketing results more efficiently”.
OTHER CASE STUDIES
UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE
11. 9. 2025In summer 2025, RTL AdAlliance in Austria reimagined the traditional sweepstakes by transforming it into an interactive Augmented Reality experience. Instead of waiting for a prize in a physical package sent to be to the winners, participants could place a virtual gift box in their own living room via smartphone and unbox it themselves. What… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
SPOTDELI: A UNIFIED PLATFORM FOR COMMERCIAL DELIVERY IN DUTCH TELEVISION
17. 7. 2025In a major step toward modernization and efficiency, Screenforce has collaborated with TV broadcasters in the Netherlands and have launched SpotDeli, a centralized platform for submitting TV commercials. Developed by Screenforce and MediaLab, SpotDeli has become the exclusive gateway for delivering commercials to major Dutch sales houses, including Ster, Talpa Network, and Ad Alliance. This… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
MADE IN AUSTRIA – MADE FOR AUSTRIA
16. 7. 2025A Unified Media Front for Austria’s Advertising Ecosystem In a historic first, Austria’s entire media industry, public and private broadcasters, alongside print and digital publishers, have launched a joint campaign to assert the value of local media to the nation’s economic and democratic health. The Austrian Broadcasting Corporation (ORF), the Association of Austrian Private Broadcasters… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
ITV EMBRACES YOUTUBE AS A STRATEGIC DISTRIBUTION AND COMMERCIAL CHANNEL
24. 6. 2025In a decisive shift away from legacy broadcast-only models, ITV fully integrated YouTube into its content and commercial strategy throughout late 2024 and early 2025. Rather than using YouTube purely as a promotional channel, ITV transitioned to treating the platform as a core pillar of its distribution architecture, publishing full-length episodes, launching thematic channels, and… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING
22. 5. 2025SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER
21. 5. 2025Frequency Optimization in Connected TV Advertising Atresmedia Publicidad has introduced the Frequency Optimizer, a new technology solution aimed at improving the effectiveness and efficiency of advertising in connected television (CTV). The system utilizes HbbTV (Hybrid Broadcast Broadband TV) technology and a sophisticated ad-serving platform to manage and control ad frequency in real time, an advancement… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
AD MANAGER BY RTL ADALLIANCE – A UNIQUE GATEWAY TO EUROPE’S PREMIUM DIGITAL VIDEO INVENTORY
17. 4. 2025A unique gateway to Europe’s premium digital video inventory RTL AdAlliance has introduced AdManager, a self-service advertising platform that enables advertisers to directly purchase premium digital video inventory across multiple European markets. The platform consolidates access to Connected TV (CTV), Broadcaster Video-On-Demand (BVOD), and online video inventory within a single, user-friendly interface. It’s a first-of-its-kind… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
A VEVO & CHANNEL 4 STUDY – UNLOCKING THE POWER OF PREMIUM
17. 4. 2025Amid ongoing industry discussions around the definition of premium content and the role of global streaming platforms within the broader “TV” ecosystem, Vevo, the world’s leading music video network, which distributes the largest network of premium music channels on YouTube, has released a new study. The research conducted by Amplified Intelligence offers valuable insights into… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
THE MAGIC OF REPETITION: MAXIMISING THE IMPACT OF ADVERTISING
26. 3. 2025In a world where distractions are everywhere, grabbing consumers’ attention feels like trying to catch lightning in a bottle. From scrolling through social media while watching TV to listening to the radio while driving, consumers are often distracted. This presents a unique challenge for advertisers: how can we connect with an audience immersed in multitasking?… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
TELETEST 2.0: AUSTRIA’S NEXT-GEN TV MEASUREMENT
21. 3. 2025Teletest 2.0 is Austria’s new TV measurement system, developed by AGTT, which significantly enhances the way TV viewership and ad reach are measured. It introduces a new audience panel with 100,000 synthetic people meter participants, significantly increasing accuracy and depth of audience measurement, enabling real-time data collection and improving data quality across the Austrian television… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS
14. 2. 2025Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country. Addressable TV has experienced noticeable growth in recent years in France, with impressions increasing by 41% since early 2024. With… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA