Advanced TV Advertising

To unlock the full potential of Advanced TV, we recommend that you consider the following:

• Define clear goals: What do you want to achieve? Brand awareness, leads, or direct sales? Your goals determine the strategy, targeting, and measurement of success.
• Optimize your creatives: Create high-quality spots that are optimized for the streaming environment. A strong visual Botschaft in the first few seconds is crucial, and a clear call-to-action (CTA) encourages interaction.
• Use data intelligently: Rely on a well-thought-out targeting mix. Use existing data and test different target audience segments to achieve the greatest efficiency.
• Think holistically: Do not view Advanced TV in isolation, but as an integral part of your overall marketing strategy. Coordinate the messages across all channels.
• Test and learn: Take advantage of the measurability of Advanced TV. Run A/B tests with different creatives or target audiences and continuously optimize your campaign based on the insights gained.
• Rely on expertise: Work with experienced partners such as Goldbach. We support you from strategic planning and precise implementation to detailed reporting to ensure the success of your campaign.

The Advanced TV market is on an unstoppable growth path. The use of streaming services and Internet-enabled devices will continue to increase, and with it the relevance of Advertising in this environment.

• Programmatic Everywhere: The Programmatic, i.e. automated, buying and selling of Advertising is becoming the standard and enables even more efficient and data-driven campaigns in real time.
• Shoppable TV: The direct linking of Advertising and e-commerce will increase. Imagine a viewer being able to place the product shown in the spot directly into their shopping cart using the remote control.
• Artificial Intelligence (AI): AI will revolutionize campaign optimization by predicting in real time which advertising material will have the greatest impact on which Target group.
• Convergence of Linear and Digital: The boundaries between classic and digital TV will continue to blur. Future measurement standards will enable a holistic view across all channels.

Despite the clear advantages, the market still faces some prejudices:

• “This is too complicated.” Incorrect. Booking Advanced TV campaigns is now standardised and is implemented simply and efficiently by experts such as Goldbach.
• “The Reach is too low.” Myth. The use of CTV is growing rapidly. According to the Goldbach Advanced TV study, CTV is already firmly established in households and achieves significant Reach, especially in attractive target groups.
• “This is only for large budgets.” Not applicable. Thanks to precise targeting and the avoidance of wastage, Advanced TV campaigns are often more efficient and also suitable for smaller budgets.

Audience targeting on Connected TV (CTV) is improved through continuous refinement of the database and the use of intelligent technologies. Automated Content Recognition (ACR) on Smart TVs, for example, provides valuable, anonymized insights into viewing behavior that can be used for even more accurate targeting.

• Video Completion Rate (VCR): What percentage of viewers watched your Video ad to the end?
• Click-Through-Rate (CTR): How many users interacted with an interactive element in the Video ad?
• Website/App Visits: How many people visited your website or app after seeing the Video ad?
• Conversion Rate: How many of the target actions (purchases, registrations) can be directly attributed to the campaign?

The true strength of Advanced TV lies in its data-driven targeting capabilities. We go far beyond simply selecting a broadcasting environment and ensure that your Advertising is seen by the people who are most important to your brand.

• Demographic and geographic targeting: Target your campaign specifically by age, gender, or to households in specific postal code areas.
• Interest-based targeting: Reach users based on their interests, which are derived from their anonymized viewing and surfing behavior. Whether car enthusiasts, travel fans, or tech enthusiasts – we will find them for you.
• First-Party Data Integration: Use your own customer data (e.g., from your CRM system) to specifically target existing customers or create statistical twins (“lookalike audiences”) to find new potential customers.
• Contextual Targeting: Place your Advertising in thematically relevant content, such as a spot for sporting goods in the context of live sports broadcasts.

Advanced TV is the future of TV, which is already happening today. It essentially describes any form of TV content that reaches the TV screen via the Internet, rather than via the classic cable, satellite or antenna connection. Think of it as the perfect combination of the emotional power of the big screen with the data-driven possibilities of the digital world.

The crucial difference to traditional, linear TV lies in the digitization of the transmission. While with classic TV all viewers see the same Advertising spot at the same time, Advanced TV enables an Advertising delivery that is as individual and measurable as Online marketing. This includes various technologies such as Connected TV (CTV) – i.e. Internet-enabled TVs or devices such as Apple TV – and Addressable TV (ATV), where personalized Advertising can be delivered even in linear programming.

In short, Advanced TV transforms the TV experience from a “one-to-many” to a “one-to-one” communication.