Tag: Technology and Tools
BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE
26. 3. 2026 In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV innovation through real-time, contextually immersive ad experiences, that meet audiences in the moment.
GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
26. 2. 2026 Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming.
HOW TO USE UNSOLD INVENTORY TO PROVE TV’S EFFECTIVENESS
28. 11. 2025 Transfer Media, Belgium’s sales house for premium thematic and kids channels, worked with DSTRSD media to turn unsold linear TV minutes into measurable single product commerce tests. The goal was to show how unused airtime can support a low effort conversion pilot that brings incremental revenue and gives sales teams concrete evidence on audience response, placement, and frequency.
INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
14. 10. 2025 FranceTV Publicité is transitioning its media buying operations into an AI-assisted mode. ADspace•ia now produces real-time, inventory-aware recommendations for TV-cross-video campaigns. It executes these plans as a managed service on france.tv’s premium offer. For sales houses, this marks a tangible step in AI commercialisation: algorithmic Total Video mixes enriched with attention and carbon reporting.
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025 In 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 this into BVOD and Video by the end of the year. What is Interest Targeting? Unlike traditional methods that rely solely on search history and click behaviour, interest targeting also considers the context of the content being viewed. This dual approach ensures that ads align more closely with users’ interests and needs, leading to better engagement. It uses AI and machine learning to understand the sentiment and context of the content, and goes beyond key words but take into account additional criteria such as tone of voice and feelings of the content. Why is Interest Targeting Important? Interest targeting is a new approach to adapt to the digital market space. With increasing privacy regulations such as the phasing out of third-party cookies by major browsers, advertisers face new challenges. Interest targeting provides a future-proof solution by leveraging contextual and behavioural data without only relying on cookies. Therefore, interest targeting enables personalised advertising without breaching user privacy regulations. Users retain control over their data, and even those who opt out of data sharing can still receive relevant ads based on the context of their content consumption.
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.
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024 In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on demographics, geography, and timing, TV4 aims to enhance accessibility for all new advertisers to TV while preserving the premium visibility associated with its brand. A Nordic advertising self-service solution The advertising landscape has evolved significantly, with advertisers increasingly seeking greater control and deeper insights into their campaigns. In response to this shift, the leading Swedish company TV4 developed Media Manager, an innovative self-service advertising solution designed to cater to a wide variety of products and advertiser needs.
SMARTER ADVERTISING CHOICES: ITV’S AUTOMATED CONTEXTUAL TARGETING TOOL
12. 12. 2023 In a captivating presentation at the Future of TV Advertising Global in London on December 5, ITV and Captify showcased their innovative approach to advertising by focusing on consumer emotions. The presentation, titled “Leveraging data and moments that shift consumer intent,” delved into the intricacies of targeting TV ads based on consumer search intent, unveiling new opportunities in contextual TV reveals, and providing insights into the future of data-powered TV.
EGTABITE 300: SBS PAUSE BUTTON 2.0:THE PERFECT PAUSE FOR A BRAND
8. 5. 2020 In today’s advertising ecosystem, brands need to communicate with their clients in a creative, meaningful way and in a non-intrusive, safe environment. TV is the perfect destination. Belgian sales house SBS was the worldwide pioneer of an original format to reach viewers in exactly that way: Pause Button advertising.
EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
22. 11. 2019 Artificial Intelligence (AI) is advancing as we speak, changing the world we live in, making our lives more convenient. In a media landscape where advertisers are seeking maximum visibility for their products, TV advertising is pushing the envelope and constantly developing new forms of advertising. This week’s egtabite puts the spotlight on such an innovative solution developed by IP Deutschland: a contextual video tagging campaign, using the power of AI. AI meets premium content in the premium environment IP Deutschland’s Solutions Department, in close collaboration with Cologne Broadcasting Center, Info Network and RTL Interactive developed an in-house AI tool for TV advertising and successfully tested the delivery of advertising in a contextually appropriate environment. The great advantage of this newly developed AI tool is the ability to analyse content in real-time - finding the most appropriate time to feature an ad.
EGTABITE 277: MARY POPPINS RETURNS – RMB AND FLASH’S CREATIVE PROMOTIONAL CAMPAIGN FOR WALT DISNEY PICTURES
8. 11. 2019 Supercalifragilisticexpialidocious. Does this very long word sound familiar or is it just some gibberish you cannot really pronounce? Mary Poppins was an important part of a carefree childhood era to many, but to some, especially the millennial generation, it is just an archaic fictional character they do not know much about. This week’s egtabite features an innovative format from RMB’s creative unit called FLASH, aiming to reconnect younger audiences with the famous character, right in time for the Mary Poppins Returns movie release. A creative case The in-house Content and Creativity Unit of RMB, a sales house in the south of Belgium, called FLASH, was in charge of the creative format for their client Walt Disney Pictures.
EGTABITE 254: OK BUTTON: ADMEIRA LAUNCHES INTERACTIVE TV ADVERTISING IN SWITZERLAND
29. 3. 2019 As consumers are inundated with advertising daily, it is becoming increasingly difficult for brands to stand out and engage with their target audience. The TV industry continues to innovate, striving for creative and effective ways to attract their viewer’s attention.