24i Media, a leading provider of multi-screen TV apps, has joined forces with Isobar and Carat to create and implement addressable TV for SBS Broadcasting. The first campaign for SBS broadcasting is with the brand Chio Heartbreakers, started with HbbTV, which is supported by all SBS stations.
In close partnership with Chio, 24i, Isobar, and Carat, Netherlands-based SBS Broadcasting just made its first steps into the battle of ad revenue by implementing addressable TV. With its partners, SBS has developed a standardised solution to offer additional content for consumers, whilst at the same time addressing opportunities for the advertiser.
Dorine van Mullem-Ale, director of business intelligence and strategy at SBS, said: "Our ambition as a broadcaster is to develop addressable TV in the Netherlands. This implies content enrichment for the consumer and relevant contact moments for the advertiser. I would like to take an example of countries like Germany and England who made some very successful steps in these new TV shows. We have complete confidence in Carat, Isobar and 24i to make addressable TV a success. The first step as part of a comprehensive data strategy is taken together with a standardised solution that we can provide to all advertisers."
400,000 Dutch people are able to receive the HbbTV signal. During the Chio Heartbreakers campaign, they are presented with layers appearing during a programme produced by Talpa: ‘Should we play a game?’ By doing it this way, online activations are offered within the linear channel. The interactive message from Chio is shown during the ‘snack’ moments on the SBS6 programme. In addition, the Chio interaction moments will be deployed in the coming weeks within the commercial breaks for additional range.
Ronnie van Briemen, head of AV media at Carat, said: "From the partnership perspective we are able to continue to offer our advertisers added value in a highly evolving television market. Talking about HbbTV is one side but actually doing it requires entrepreneurship. Together with our partners SBS, 24i and our sister agency Isobar, we make this happen for Chio. Our vision is that television will remain of great value for all kinds of brands."
Addressable TV has become a way to make advertisers’ messages more relevant to viewers by better targeting according to viewing habits and household profiles. This type of relevance often leads to greater attention, engagement and sales. Through its partnership with Carat and Isobar, 24i is underlining its focus on the forward-looking and innovative direction of its product portfolio and its commitment to its customers’ success across all platforms, devices, business models, and regions.
“Through our partnership with Carat and Isobar, we are able to deliver superior results to advertisers by leveraging advancements in data and technology,” said Madelon Olsthoorn, VP global partnerships at 24i. “Bringing addressable capabilities to television will not only personalise the viewing experience across platforms and help enhance sales efforts with data-driven insights and automation, it will also enable advertisers to gain new insights into audiences to optimise their media buy. We are delighted to work with SBS Broadcasting on this project.”