SBS launches a new form of interactive television advertising together with Chio, 24i, Isobar and Carat

Published June 7th, 2017

The Netherlands, June 8th – 24i Media, a leading provider of multi-screen TV apps, announced today that they have joined forces with Isobar and Carat to create and implement addressable TV for SBS Broadcasting. The first campaign for SBS broadcasting is of the brand Chio Heartbreakers started with HbbTV which is  supported by all SBS stations.

In close partnership with Chio, 24i, Isobar and Carat- SBS Broadcasting in the Netherlands just made their first steps into the battle of ad revenue by implementing addressable TV. With its partners, SBS has developed a standardized solution to offer additional content for consumers, on one hand, and addressed opportunities for the advertiser on the other.

Dorine van Mullem-Ale, Director of Business Intelligence & Strategy at SBS: “Our ambition as a broadcaster is to develop addressable TV in the Netherlands. This implies content enrichment for the consumer and relevant contact moments for the advertiser. I would like to take an example of countries like Germany and England who made some very successful steps in the new TV shows. We have complete confidence in Carat, Isobar and 24i to make addressable TV a success. The first step as part of a comprehensive data strategy is taken together with a standardized solution that we can provide to all advertisers. “

400,000 Dutch people are able to receive the HbbTV signal. During the Chio Heartbreakers campaign, they are presented with layers appearing during the program produced by Talpa; “Should we play a game”?  By doing it this way, online activations are offered within the linear channel. The interactive message from Chio is shown during the “snack” moments on the SBS6 program. In addition, the Chio interaction moments will be deployed in the coming weeks within the commercial breaks for additional range. SBS has now developed a standardized solution to offer additional content for consumers, on one hand, and addressed opportunities for the advertiser on the other.

Ronnie van Briemen, Head of AV Media at Carat: “From the partnership perspective we are able to continue to offer our advertisers added value in a highly evolving television market. Talking about HbbTV is one side but actually doing it, requires entrepreneurship. Together with our partners SBS, 24i and our sister agency Isobar, we make this happen for Chio. Our vision is that television will remain of great value for all kinds of brands. “

Addressable TV has become a way to make advertisers’ messages more relevant to viewers by better targeting according to their viewing habits and household profiles. This type of relevancy often leads to greater attention, engagement, and sales. Through its partnership with Carat and Isobar, 24i is underlining its focus on the forward-looking and innovative direction of its product portfolio and its commitment to their customers’ success across all platforms, devices, business models and regions.

“Through our partnership with Carat and Isobar, we are able to deliver superior results to advertisers by leveraging advancements in data and technology,” said Madelon Olsthoorn, VP Global Partnerships at 24i. “Bringing addressable capabilities to television will not only personalize the viewing experience across platforms and help enhance sales efforts with data-driven insights and automation, it will also enable advertisers to gain new insights into audiences to optimize their media buy. We are delighted to work with SBS Broadcasting on this project.”

HbbTV combines linear broadcast techniques with the Internet. Through HbbTV, various online consumer services (content enrichment like behind the scenes, interviews, games and e-commerce functionality) and advertisers (enhanced targeting options to facilitate the desired shift from contextual ads to one-to-one ads) can be offered.

About 24i Media (www.24i.com)

24i is a leading vendor in Internet TV apps for all devices including mobile, Smart TV, Set-top-boxes, Pc/ Mac , game consoles etc., empowering broadcasters, content owners and operators with future-proof and flexible tools to create and monetize personalized TV apps, while accelerating time-to-market and reducing cost.

24i’s technology framework powers the digital experience for leading brands around the world, including RTL, Fox Sports, Viacom Media Networks, Sinclair Broadcasting Group, Televisa, Fuse Media and many more, delivering state-of-the-art OTT apps, designed to maximize ROI, create seamless consumer experiences and build personalized engagements across all platforms. 24i Media is headquartered in Amsterdam, with offices in Los Angeles, Buenos Aires, Madrid and Brno. 

Futuresource: Smart TVs the top way to tune into Netflix

Smart TVs are the preferred way for customers to access content provided by a streaming service as revealed by FutureSource Consulting. According to a Futuresource senior market analyst, Jack Wetherill, smart TV was the leader in six markets that it had studied. Presenting data at the Futuresource New Content Horizons event in London, Futuresource senior market analyst, Jack Wetherill, said that the smart TV led in each of the six markets it had analysed. Spain led with 49% of Netflix users opting to watch via smart TV, followed by Italy at 42%, the UK at 35%, Germany at 32%, the US at 30% and France at 28%. Streaming media devices like Google Chromecast were the second-highest favoured option for accessing Netflix in four of the six countries, with PC or laptop viewing proving second most popular in Spain and Italy. Viewing Netflix via a set-top box did not rank among the top five viewing methods in any of the six markets – apart from France, where it came in fifth place with 8% of viewers saying they liked to view the SVOD service this way. Despite this, set-top box ownership in Western Europe climbed by 39% between 2012 and 2016 to have a presence in 111 million households, according to Futuresource. Smart TV ownership climbed by a larger 163% over the four-year period but only appeared in 79 million homes in the region in 2016, while digital media adaptor ownership grew by a massive 458% to appear in 22 million Western European homes. Wetherill said Futuresource expects 20 million set-top boxes – excluding free-to-air boxes – to be shipped in Western Europe this year, down just 1% year-on-year. This compares to 19 million smart TVs, up 6% year-on-year, and 13 million digital media adapters, up 16% year-on-year. “There’s a range of different devices there for consumers to be enjoying OTT content – it’s a complex landscape out there,” said Wetherill. “We know that the move from broadcast to IP is an irreversible trend, but for some of the reasons I’ve outlined, it will take time to move from a) to b) – in fact many years. The set-top box will remain part of that landscape for some years to come. “As somebody once described it, and it will no doubt be described again, the set-top box is kind of like the cockroach in a nuclear winter. It will be one of the things that survives this whirlwind of development in content and hardware. Source: Digital TV Europe