Tag: addressable television
UPGRADING A TV SPONSORSHIP WITH ADDRESSABLE IDENTS
21. 2. 2026 Volvo and Sky Atlantic have partnered since 2013 through a TV sponsorship. The partnership has built long-term brand strength and has widened Volvo’s image beyond safety, with more focus on innovation, design and a progressive mindset.
YOUR CITY, YOUR AD: HOW AD ALLIANCE MADE TV PERSONAL
20. 2. 2026 Background Polestar, the Swedish electric vehicle manufacturer, was rapidly expanding its dealer network across the Netherlands. New showrooms were opening in cities nationwide, but there was a challenge: how do you build awareness for a showroom in one city while also maintaining broad brand visibility? As this was not a typical brand-building campaign, for which an entirely national approach might have been perfect, but rather a call-to-visit campaign, dentsu Benelux suggested exploring this option together with Ad Alliance: making it more targeted, bringing Polestar the best of both worlds—reach and targeting within the same campaign. Case description Ad Alliance deployed its Addressable TV technology to solve Polestar’s regional awareness challenge. The technology works by replacing regular TV commercials with versions tailored to specific household characteristics. Instead of every Dutch household seeing the same Polestar ad, Ad Alliance could serve different versions to different viewers during the same ad break.
STUDY UK: BRAND-BUILDING WINS OVER PERFORMANCE FOR UK MARKETERS
19. 11. 2025 Marketers in the UK are shifting away from spending on performance-building activities and leaning more towards brand-building in 2026, according to a new study about media budgets.
STUDY: ADDRESSABLE TV UNLOCKS GROWTH IN A FRAGMENTED MARKET
7. 10. 2025 Research from Dish Media argues that advertisers are missing millions of consumers by underutilizing addressable TV in their media strategies.
13TH HBBTV SYMPOSIUM AND AWARDS 2025 ON 12-13 NOVEMBER IN ISTANBUL, TURKEY
10. 6. 2025 The HbbTV Association is delighted to announce that the 13th HbbTV Symposium and Awards will take place on 12-13 November 2025 in Istanbul, Turkey. This year’s edition of the connected TV industry’s annual key summit will be hosted at the Swissôtel The Bosphorus Istanbul, a five-star hotel offering first-class conference and accommodation facilities with panoramic views over the iconic Bosphorus.
THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS
14. 2. 2025 Last 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.
AD ALLIANCE’S TV FREQUENCY CAPPING FOR REWE
9. 12. 2024 Challenge: Overcoming the “Wearout Effect” Advertising often loses its impact after multiple exposures, a phenomenon known as the “wearout effect,” which reduces effectiveness. To address this, Ad Alliance developed a solution to control TV campaign contact frequency per household using Smart TVs. The goal was to maintain the impact of REWE’s image ads while promoting the REWE app. The Solution: TV Frequency Capping Studies show that seeing ads multiple times helps cement a brand’s message in people’s minds after a certain number of views. However, any more than this number of views contributes to wear-out. To combat wear-out, Ad Alliance introduced the world’s first automatic TV frequency capping.
RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024 Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with local offers to potential REWE customers at the nearest store. These offers would automatically update every week for over 2,000 retailers across Germany.
HBBTV SYMPOSIUM 2024 TO FOCUS ON ADDRESSABLE ADVERTISING, IP TRANSITION AND AI IMPACT
16. 10. 2024 The HbbTV Association has given details of the conference programme of the HbbTV Symposium and Awards 2024.
HBBTV FORECAST TO REACH HALF OF EUROPEAN HOUSEHOLDS BY 2026
24. 9. 2024 Addressable advertising initiatives have enabled a scaling up of HbbTV, according to Dataxis.
YES, TV IS STILL THE PLACE TO BE FOR TODAY’S ADVERTISERS
6. 5. 2024 Here’s how to navigate the brave new world of streaming
TRENDS IN THE COMPLEX TV ADVERTISING ECOSYSTEM IN THE USA AND EUROPE BASED ON THE ALTMAN SOLON STUDY
12. 4. 2024 The findings of Altman Solon's 2023 analysis show that 69% of distributors in Europe (pay TV, traditional broadcasters, streaming platforms) prefer to invest in cross-platform measurement tools, marketers increasingly rely on in-house creative development and media buying, and ad agencies consider impressions and impressions as the most important metric for success when buying TV advertising. Daniel Weinbaum shared key findings from the study in a webinar called Total Advertising Trends with Altman Solon in late February.
TV ADVERTISING AND SOCIAL MEDIA PROMOTION ARE TWO DIFFERENT WORLDS THAT CAN BE EASILY CONNECTED
7. 3. 2024 The former myth that advertisers can get by with social networks has long been debunked. Television advertising has undeniable advantages that no other medium offers. And that is why it is crystal clear that the ideal way to get the most out of advertising is to include both channels in your advertising plan.
TELEVISION HAS A FUTURE AS A MEDIUM. NEW DATA DEBUNKS MYTHS ABOUT TV AND TV ADVERTISING
22. 2. 2024 Television is still one of the most popular leisure activities in Czech households. This is the conclusion reached by the association of television organizations in its new report, stating that viewers over the age of 15 spend three hours and forty-four minutes a day watching television. TV’s effectiveness, huge reach to a wide audience and other benefits make it clear that advertising on tv makes much sense for brands even in the digital age. And it is time to deal vigorously with the myths about TV and TV advertising. Long History and Strong Position of Television Advertising Television advertising has been around for decades and has survived the digital age. Despite all the new developments, TV remains one of the most powerful advertising platforms and still holds its position as the most compelling and trusted media channel. According to Peter Field, television has never been a more effective advertising channel than it is today.
NEUROSCIENCE CONFIRMS THE POWER OF ADDRESSABLE TV FOR BRANDS
24. 8. 2023 Addressable ads produce greater brain activation in networks related to attention, emotion, reward and memory.
HOW WILL ATSC 3.0 TRANSFORM TV ADVERTISING?
31. 7. 2023 The arrival of ATSC 3.0/NextGen TV—and its ability to combine broadcast with IP—has the potential to transform TV commercials from one-way mass-market blasts to two-way personalized interactive experiences.
PREDICTION: ADDRESSABLE TV ADVERTISING IS SET FOR RAPID GROWTH
14. 7. 2023 The addressable tv advertising market is set for rapid growth, according to a new report. Its volume is expected to increase from the current usd 56 billion to usd 87 billion in 2027.
NEXTV AD CONFERENCE: GROWTH OF THE TV MARKET DRIVEN BY ADVERTISING REVENUES FROM VOD SERVICES, DEVELOPMENT OF ADDRESSABLE ADVERTISING AND THE EMERGENCE OF FAST CHANNELS
22. 5. 2023 In mid-May, a series of international conferences Nextv Ad Europe and Nextv Series Europe were held in Prague, organized by Dataxis, with the Association of Commercial Televisions (AKTV) as a media partner. The first day of Nextv Ad Europe focused on the latest developments in TV advertising, innovations in ad formats and their distribution, as well as ways to integrate programmatic advertising strategies into the TV ecosystem in Europe.