IP Deutschland announces multiscreen ad platform
October 7, 2013 11.52 Europe/London By Julian Clover
Matthias DangIP Deutschland has announced the launch of a new multiscreen advertising platform. The media marketing company, a subsidiary of RTL Television, says the new products build on an existing service that allows advertisers to distribute their ads via Multiscreen Rotation for smartphone, table and PC/Notebook on a cross-platform and cross-device basis.
“With our FOURSCREEN products we launch the next generation of multiscreen marketing and are creating a benchmark for combining classic and new media. In particular FOURSCREEN plus offers a unique, innovative and real multiscreen solution – we are the first media company to introduce this to the German market,” explains Matthias Dang, managing director, IP Deutschland.
The FOURSCREEN play solution links smartphone, tablet, PC and Smart TV, enabling video ads to be played across the devices. FOURSCREEN plus goes a step further and connects the linear and non-linear worlds – meaning that linear TV becomes part of this cross-device advertising solution.
In the pilot phase, digital channels RTL Crime and RTL Living will use the FOURSCREEN services. In this way, amid the increasingly diverse TV market, special interest channels can provide extra reach for multiscreen campaigns. The ad server is responsible for the distribution of the inventory across IP devices including online and mobile.
Tests have been run with a number of IP Deutschland’s key advertising partners that include Twentieth Century Fox. “FOURSCREEN plus provides a powerful option for video advertising. It delivered great results for our content and film trailer, because FOURSCREEN plus enabled us to reach our target group across all screens. The unique difference was the clarity and transparency of the entire process,“ explained Volker Lauster, marketing director at Twentieth Century Fox.
The video distribution is run by specialist Videoplaza using its KARBON platform. The ad server solution guarantees the distribution of video advertising to all digital screens and operating systems, but which is also capable of converting and transcoding the right video formats across screens.