All TV is Digital, All Digital is Addressable
A note to start with: all SmartTVs support Addressable TV advertising
Which means that there is new inventory available today!
Do you know your Inventory?
…we can help you find out.
Icareus Addressable TV solution is a market-leading innovative publisher side platform targeted at broadcasters and operators.
Personalising TV advertising, either targeted TV advertising or Addressable TV advertising, has been the holy grail for broadcasters that they have been searching for decades. It’s maybe the best way for them to compete against the internet companies that are constantly growing their advertising market share.
The Icareus Addressable TV solution offers a publisher side platform to address the personalisation and programmatic paradigms in TV advertising. It offers new and innovative ad formats that can significantly increase broadcasters ad inventory and thus revenues.
For broadcasters in Europe, HbbTV Addressable TV provides interesting off-the-shelf opportunities. The Icareus Addressable TV solution integrates with broadcasters’ existing ad platforms, personalization engines and broadcast automation systems to provide an easily scalable and almost automatically run system with high ROI.
In addition to broadcasters, our Addressable TV platform provides new ways for operators to monetize their services with OTT Addressable TV advertising.
Icareus Addressable TV solution has been developed in close collaboration with operators and broadcasters to offer the perfect platform to monetise SmartTV and HbbTV services
Measuring the Audience is the key
“In the long term, TV networks desire a measurement system that will help them to monetize nonlinear TV ad inventory, as well as provide a holistic understanding of viewer behavior.” – eMarketer 2017
HybridTV offers completely new tools to measure the audience on a large scale. Gathering information about viewing patterns, most popular shows and average view times on house-hold level, with millions of contact points, hasn’t been possible before.
Combining the extensive audience data with 3rd party platforms to drive advertising adds unrivalled benefits for TV advertisers.
Programmable TV is finally available on TV
TV has many benefits to offer; reach, impact and brand recognition. To combine this intelligently with programmable advertising will increase the inventory and revenue of broadcasters and operators.
Being programmable enables broadcasters and OTT operators to report their advertisers many metrics common from digital advertising, like:
- Number of impressions
- Unique devices per campaign
- Total amount of devices (per country)
- Click through rate (CTR)
- Video completion rate
Addressable TV offers various tools for better results
Show SwitchIn ads only to viewers who saw your TV spot
Use IP addresses to geo-target your ads
3. Audience targeting
Build segments from your audience and target better
4. A/B testing
Automatically select the best performing creative
Addressable TV Formats that are proven to generate revenues
Icareus offers a range of Addressable TV formats that are proven to work. Each format targets a requirement derived from broadcasters and their in-depth collaboration with the most innovative advertisers.
Activations and Call-to-Actions
It’s not just about the impressions – Addressable TV provides activations to extend the time spent with the advertiser. Icareus has developed simple yet powerful activation means to guarantee the success of all Addressable TV campaigns. These activations are linked to call-to-actions and take the viewer to a brand story.
Our Activations are: Long-form video, Coupons, 1Pager and Microsites. Don’t hesitate to learn more!
1. Icareus provides the .TS file to be ingested to multiplex
2. Icareus sets up your cloud account
3. Start audience monitoring
How many unique TVs you have, how many viewers you have per channel/day/hour/minute, how long viewers stay on your channel on average, what your market share is à calculate your addressable TV inventory
4. Start monitoring linear advertising
Trigger from playout to know what’s on + setup Icareus Playout à exact number on how many viewers see your linear ads (per ad)
5. Launch Addressable TV
6. Integrate to SSP & DMP
Latest Icareus AddressableTV related news and blogs
Helsinki, 28.8.2019, TVEkstra, the leading Addressable TV Agency in Turkey, announced a partnership with Icareus to offer Addressable TV Advertising for Turkish TV networks. TVEkstra will use