Tag: brand visibility

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.