Addressable TV – next level

Addressable TV (ATV) promises to increase the campaign’s impact by supplementing TV advertisements with high-reach TV spots with targeted, controllable advertising media – the advantages of linear TV and the digital world combined. The time of test cases is over – ATV will experience a significant growth spurt in 2018. Why? The penetration of smart TVs in viewers’ living rooms is clearly increasing. In 2018, it will be possible to cover ranges with which ATV can play an important role in campaign planning in certain target groups. A smart moving image strategy uses the possibilities of Addressable TV – including programmatic control and TV retargeting. And the next stage of development is already underway – with the Hbb 2.0 television standard, spot exchange is also possible in linear TV.

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