ADDRESSABLE TV Unterföhring, September 2021 - SevenOne Media
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ADDRESSABLE TV Unterföhring, September 2021
1 ADDRESSABLE TV: CLASSIFICATION
2 ADVERTISING OPPORTUNITIES
3 TARGETING
4 D-FORCE
5 FACTS & FIGURES
2
Addressable Tv classification
ADDRESSABLE TV COMBINES THE BEST
OF LINEAR TV AND DIGITAL
TV Digital
Medium with Approach to specific
the largest reach target group
Adding emotional Targeting at
appeal with video device level
Addressable
TV TV Digital
Precise
Brand measurability
safety
Lean back Efficient use of
effect advertising budget
4
BigScreen Kombi
ADDRESSABLE TV CONNECTED TV
Usage Usage
▪ Lineares TV Programm ▪ Video on Demand
▪ Joyn TV Livestream ▪ Livestream
Platform
Platform
▪ HbbTV
▪ Red Button ▪ HbbTV
▪ SmartTV Apps* ▪ SmartTV Apps
▪ FireTV/Android TV* ▪ FireTV/Android TV
▪ Apple TV* ▪ Apple TV
▪ Chromecast* ▪ Chromecast
▪ Browser*
Ad Formats Ad Formats
▪ PreRoll ▪ Bumper
▪ SwitchIn
▪ MidRoll
▪ ATV Spot**
* Joyn TV Livestream via DAI only
** Includes SpotOverlay for linear TV program and
Digital Ad Insertion for Joyn TV Livestream 5
ATV PREMIUM QUALITY
High-quality TV channel Maximum net reach, All timeslots
brands only all formats incl. PrimeTime
6
Advertising opportunities
ADDRESSABLETV MAKES TV REACH
SMART
SWITCHIN ADDRESSABLE TV SPOT
~ 500 M.* ~ 50 M.**
Ad impressions/month Ad impressions/month
ATV Spot
SwitchIn XXL
~ 12.3 M. ✓ ~ 5 M. TVs
addressable Digital Top With HbbTV Digital Connection
HH-Participants targeting advertising effect standard >1.5 targeting AdServer
*Source: Seven.One Media, June 2021 (average SwitchIn contacts December 2020–June 2021) **Source: Seven.One Media, June 2021 (average MAIs January 2021–June 2021) 8
ADDRESSABLE TV WITH STRONG
BENEFITS FOR BRANDS
TV REACH
purposefully usable, e.g. geo-targeting
TV TARGET GROUP
digitally addressable on 1st screen
TV INNOVATION
guarantees attention and positive image
TV IMPACT
is learned, with inimitable effect
BRAND-ENGAGEMENT
By 1st screen interaction
9
SWITCHIN FAMILY OFFERS MANY OPTIONS FOR
VARIOUS CREATIVE APPLICATIONS
STANDALONE PRODUCTS
SwitchIn XXL Pure SwitchIn Zoom SwitchIn Masthead
Guaranteed first contact
COMBINATION PRODUCTS
SwitchIn XXL Kombi SwitchIn Zoom Kombi
Aided
Brand Awareness +8%
Aided
Advertising Recall +39%
SwitchIn XXL Pure SwitchIn Classic SwitchIn Zoom SwitchIn XXL Pure
Base (SwitchIn Zoom Combi Case o2): User of the Connected TV-offer by von ProSiebenSat.1 source: Seven.One Media, November 2019 10SWITCHIN XXL IS LESS IRRITATING THAN OTHER
KINDS OF ADVERTISING
51.5 %
SWITCHIN XXL IS LESS IRRITATING
THAN OTHER KINDS OF
ADVERTISING
Question: How do you rate this particular type of advertising? This type of advertising ... Base: Connected TV
users on channels ProSieben, Sat.1, Kabel Eins and sixx; Source: Seven.One Media August 2017 11ADDRESSABLE TV SPOT:
EYE-CATCHING WITH EFFICIENT
TARGETING OPTIONS programmatic
NEW:
booking option
LINEAR TV-SPOT ADDRESSABLE TV SPOT
(digital broadcasting)
P7S1- 5 M.
Self-Advertising Unique devices
with > HbbTV 1.5
ATV Spot
All TV viewers Specific, targeted audience
12INVENTORY- AND REACH PUSH THROUGH
CONNECTION OF THE JOYN TV LIVESTREAM
+ 1 M. DEVICES*
+
More Reach
Premium Content
Live TV Experience
Addressable TV /
Connected TV TV Livestreams**
*Reach increase after the finished Roll-Out; Gradual reach expansion until the end of Q3 2021
**ProSiebenSat.1 TV Livestreams on Joyn 13BIGSCREEN KOMBI:
ONE MESSAGE, ONE BOOKING, ALL SCREENS
TV SPOT
AUDIENCE
e.g. E18-39
100% | DOUBLING REACH +100% | FULLSCREEN PLAYOUT > 200m | MARKETABLE AIs/MONTH
14BIGSCREEN KOMBI: ATV + CTV INVENTORIES
BUNDLED IN ONE PRODUCT
BIGSCREEN KOMBI
PLAYOUT AD FORMATS ROTATION
Network
Addressable TV Spot TV Brands
10“ / 15“ / 20“ / 30“ Spot*
Pre/MidRoll media library / VoD
10“ / 15“ / 20“ / 30“ Spot
*ATV Spot 10“ / 15“ / 30“ for now only bookable within the BigScreen Kombi. ATV Spot standalone still only bookable as 20“. 15CUSTOMIZED SOLUTIONS
FOR NEW AND EXISTING
CUSTOMERS
TV REGIO TV
EXPERTS ADVERTISER NEWCOMERS
Perfect complement to Regionalization for merchant No ad production
the existing TV flight events or openings entry with small budgets
16Targeting
MANY TARGETING OPTIONS ENABLE EFFICIENT
ADDRESSING OF TARGET GROUPS
AUDIENCE- CROSS DEVICE- GEO-/WEATHER BEHAVIORAL- SPOT-/FORMAT TECHN.
TARGETING SPOT ON: DATA TARGETING* TARGETING RETARGETING* TARGETING
BRIDGED
AGF/GFK- Household-based IP-based Cookie-based Based on TV and Technical
Panel digital data attributes
e.g. Fashion, e.g. Federal states, e.g. Single, seniors
e.g. Age, Automotive cities, weather 50+, household with Contact- e.g. TV model,
child optimization Provider, TV signal
gender
Persona
Vertical
* No retargeting and no geo- targeting on JOYN TV livestreams available (as of now). (Geo= legal restrictions)
18TV SPOT RETARGETING ALLOWS CONTACT
OPTIMIZATION VIA ATV
TV FLIGHT ADDRESSABLE TV FLIGHT
1 TV Spot seen SwitchIn XXL
STORYTELLING ENGAGEMENT
Targeted Engagement booster
storytelling through additional
1. Campaign contact 2. Campaign contact campaign contacts
2 TV Spot not seen SwitchIn XXL
INCREMENTAL REACH Efficiency
Increase of the High efficiency of the
net range overall campaign
1. Campaign contact
Also available for ATV spot 19D-force
PROGRAMMATIC TV: D-FORCE ALLOWS
COMPREHENSIVE PLANNING AND BOOKING
… Easy planning
Addressable TV inventories
of all channels
Easy booking
D-Force Programmatic via Active
Agent
Easy production
Standardized advertising
formats
Products
SwitchIn XXL Pure
(static/animated)
SwitchIn Zoom
ATV Spot
21Facts & Figures
ATTRACTIVE EARLY ADOPTER TARGET GROUP
IN CONNECTED TV
GENDER AGE
11%
15% 40 %
HHNI > 3,000 €
Women Men 17%
47% 53%
20%
65 %
19% Decision maker
18%
Source: MAG-VTR_W2-2020; RED BUTTON User 23CONTACT
SALES REGION HAMBURG SALES REGION DÜSSELDORF Seven.One MEDIA GMBH
An der Alster 47 Zollhof 11 Medienallee 4
D-20099 Hamburg D-40221 Düsseldorf D-85774 Unterföhring
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SALES REGION FRANKFURT SALES REGION BERLIN
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Fax +49 (0) 69/27 40 01 - 30
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