ATV

THE ADDRESSABLE TV EXCHANGE

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ATVx the leading Addressable TV audience exchange provides focused solutions for programmatic Addressable TV advertising. It opens up doors for real-time and data-driven TV advertising in linear TV content, which is already based on the “General Data Protection Regulation” (GDPR). By connecting their Smart-TVs viewers gain access to a multitude of new content services the broadcasters provide, but furthermore advertisers now can book "digital" advertising in linear TV on the big screen.

THE PLATFORM

With the requirements of the Broadcast TV ecosystem at its core, ATVx is the platform and Addressable TV framework for the Total Video experience. Broadcasters and content owners provide access to premium video inventory in real-time and agencies and advertisers find a high quality and 100% safe environment to present their brands. ATVx is the state-of-the-art Platform which provides advertisers the unique combination of the 3 core-elements of a new TV Advertising Solution: Digital Ad Technology for Linear TV, Ad Execution & Delivery Management and Real Time TV Data & Analytics.

The Platform is the basis for optimizing campaigns against defined KPIs as well as enabling new products such as Dynamic Ad Insertion or Dynamic Ad Replacement. Data management tools (DMP) introduce even more precise targeting and custom segmentation features. They are also the foundation for real-time audience measurement and analytics.

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ADVERTISING PRODUCTS

With exclusive access to the video inventory of leading TV broadcasters ATVx offers advertisers a variety of new and innovative products to reach their specific target groups with advertising campaigns. Using digital adserving and data technology, Adressable TV products present the campaign at the heart of TV’s premium content. Personalization, real-time delivery, indivual and data based ad creatives in a scalable way are amongst the many advantages Addressable TV ad products offer.

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ANALYTICS

The broadcast eco system has a proven and widely accepted panel based audience measurement and trading currency. Through direct integration with the broadcasters ATVx adds extensive 1st party TV Data to the equation. Advertisers maximize their ROI by using Addressable TV to reduce waste circulation and focus on specific targeting segments. ATVx provides the first of its kind of a new Linear TV Data Management Platform (DMP).

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THE PLATFORM

The complex automation of programmatic advertising requires a central decision-making hub, especially for the demand for TV inventory. ATVx is the Addressable TV exchange that succeeeds in both preserving the broadcasters content value and optimizing the advertiser’s ROI by bringing together its superior adserver technology, access to the TV broadcasters video inventory through its proprietary SSP and detailed audience data down to household level through its TV DMP.

ADDRESSABLE TV FRAMEWORK
Fully integrated platform solution connects existing TV inventory management and scheduling systems with HbbTV based ad delivery.
AD SERVER
Built for the needs of the TV broadcast industry and seamlessly integrated for efficient campaign management of RTA and IO campaigns.
DATA MANAGEMENT
Providing tools for workflow automation, real-time optimized targeting and data-driven decision-making while addressing data privacy and protection issues.
TV AUDIENCE
ATVx lets advertisers combine the reach and brand safe environment of linear televison with digital targeting capabilities by partnering with leading TV stations.

DYNAMIC AD INSERTION

Dynamic Ad Insertion (DAI) introduces Addressable TV video advertising into the classic commercial break. By applying individual targeting criteria, each household gets its own individual commercial break stitched together which increases relevance and acceptance. DAI stitches the video content and ads it into a single stream. This allows for a seamless TV-like experience without latency or buffering between ads.

DYNAMIC AD REPLACEMENT

Through ATVx' Dynamic Ad Replacement solution single TV spots can be replaced during the linear broadcast of the commercial break in real-time. Whether an advertiser wants to serve different spot versions to different target groups or communicate regionally on a national scale, DAR further increases the ROI of the booked commercial slot.

ADVERTISING PRODUCTS

Being more an overall marketing concept than just a product, Addressable TV offers multiple ways to address a TV audience. SwitchIn formats such as L-shape banners or overlays, video pre-rolls and exclusive addressable TV video placements in commercial breaks use digital ad technology to generate the right target group, at the right time with the right creative. To improve relevance and acceptance of the ads, contact classes can be optimized through frequency capping, ads personalized and individually delivered regionally by targeting on state, city or zip code level. All that is happening in real-time for added efficiency.

SWITCHIN XXL

  • Maximum Attention
  • Highly Effective Branding
  • Dynamic and Animated

SWITCHIN FREESTYLE

  • Free Form for Full Creative Expression
  • Highly Visible
  • Even Closer to the Content

SWITCHIN SPOT

  • Prominent Video Ad after Channel Switch
  • Short Video Length
  • Viewer Guidance thorugh Countdown

EXCLUSIVE SPOT

  • Dynamic Ad Replacement on prominent Single Spot Placement
  • All ATV features available
  • Booking via RTA
PERSONALIZATION

Using controlled contact management and advanced targeting mechanisms to deliver relevant ad messages to the viewer.

INDIVIDUAL CREATION

Increasing awareness and involvement by adressing viewers with individual messaging and customized artwork.

REAL-TIME DELIVERY

Continously collecting and evaluating audience data in real-time to serve the right target group at the right time with the right advertising.

ANALYTICS

Insights and reports — right at your fingertips! ATVx allows for detailed performance analysis and campaign reporting. Based on detailed TV audience measurement and viewership data relevant targeting segments can be built. These segments can be used to reach the desired target groups more precisely and complement the reach of advertisers' TV campaigns, also for unique cross-screen advertising.

OPTIMIZATION

ATVx offers various tools to advertisers and broadcasters to jointly optimize campaigns for increased ROI.

AUDIENCE MEASUREMENT

Anonymized 1st party real-time viewing data of TV, online and mobile use and household level consumer statistics feed into the DMP to serve as basis for even narrower targeting.

SEGMENT BUILDING

Based on the viewing history of a TV household, similar households can be grouped and used on the AdServer as targeting criteria

TARGETING DASHBOARDS

Access to ATVx' detailed TV audience measurement and viewership data can be provided via standard and custom reports or on an ad hoc basis. Customers familiar with digital tracking methods will find similar standard metrics to track the ad itself as well as its interactive features and linked microsites. Amongst those are ad impressions, unique devices, click-rates, video views, average contact (OTS) and other contact categories just to name a few. In addition aggregated insights into the TV viewing behaviour can be provided through Most-Viewed lists as well as detailed time or regional viewing patterns forming the basis for compiling granular targeting segments.

NEWS

MEDIA & INSIGHTS

January 03, 2017

RTL II and its partner smartclip testing two new addressable TV advertising formats with customers

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December 01, 2016

Programmatic TV is not Addressable TV (Byline Adzine)

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April 28, 2016

Infographic Addressable TV

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November 11, 2015

Smart TV Insights 2015: A study about the Smart TV market and the changing TV consumption

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September 14, 2015

Best of both worlds (Interview in New Business, German)

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PLEASE CONTACT THE PRODUCT TEAM

Thorsten Schütte-Gravelaar

Managing Director Addressable TV

schuette@smartclip.de

Sebastian Busse

Director Addressable TV international

busse@smartclip.de

Jessica Daniels

Head of Business Operations Addressable TV

daniels@smartclip.de

Michael Paluszkiewicz

Director Addressable TV Demand

paluszkiewicz@smartclip.de

Alexander Baxmann

Director Addressable TV Supply

baxmann@smartclip.de

Björn Münchau

Director Product Addressable TV

muenchau@smartclip.de

René Wagner

Technical Director Addressable TV & Data Plattform

wagner@smartclip.de