ViacomCBS channels and Sport1 complement Goldbach Austria Addressable TV offer

The addition of the Addressable TV offering further expands the screen marketer's portfolio in its newest business area, Advanced TV.
"After the successful Addressable TV launch with the channels of our partner Discovery, DMAX Austria and TLC Austria, at the beginning of the year, we are pleased to expand our Addressable TV offering to include the ViacomCBS channels Comedy Central and Nick, as well as SPORT1, and to make these brands available to advertisers in Austria for innovative campaigns. Addressable TV stands for the convergence of the mass medium TV with the targeting possibilities of the medium online. For us as a screen marketer, it is only logical to take this step and offer the best of both worlds, online and TV," explains Goldbach Austria CEO Josef Almer.

As with the previous partners, technical implementation and delivery will be handled by smartclip, the leading adtech platform for TV stations and streaming services in Europe. The offer will also be programmatically linked.

Goldbach is using the attention-grabbing "Switch In XXL" advertising format. Here, the ad is displayed for 10 seconds after the switch on the respective channel. Optionally, a microsite in fullscreen view or a video can be added, which opens after clicking on the ad, while the linear TV program continues to run uninterrupted in the background or scaled in L-frame.

How does Addressable TV work?

The open, international standard HbbTV (Hybrid Broadcast Broadband Television), allows the fusion of digital technology with the classic TV signal. This enables the delivery of addressed, digital advertising into the broadcast signal.
Addressable TV is a form of advertising on TV that uses this standard to overlay digital advertising over the transmission of linear TV. The playout of advertising via HbbTV as Addressable TV makes it possible to address target groups outside the linear advertising blocks and their framework.