TV Advertising

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.

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.

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.