smartclip teams with HMS Media to offer integrated addressable TV solution


Details

Joseph O'Halloran

| 02 December 2015




Aiming to unify broadcast automation and digital advertising logistics, smartclip has entered into partnership with HMS Media Solutions.



The coming together of the addressable and programmatic multiscreen TV advertising technology platform provider and broadcast automation solutions firm aims to allow TV stations to have the opportunity to benefit from the digital advertising potential even within their linear broadcast systems.

Both companies will offer a fully integrated end-to-end solution for live TV broadcast automation and digital advertising logistics. This will allow small and mid-sized TV operators to automatically connect to the smartclip addressable online TV advertising platform.

Interaction between the two systems will enable distribution of digital ads into their broadcast signal via real time ad server logistics. As a result, say the firms, stations will be able to trigger synchronised ad distribution in real time opening their existing programme planning to digital marketing channels. Additional benefits are said to include making existing TV audience reach to become much more transparent and new advertising space that can be sold more efficiently.

“With our addressable TV platform, we are offering TV stations a solution to monetise their linear TV programme on top with digital marketing instruments,” explained Thorsten Schütte-Gravelaar, board member at smartclip. “Our combined, fully integrated solution with HMS creates an additional opportunity to efficiently connect current TV workflows with digital marketing channels on our framework and ad server infrastructure. With these advertising models, TV stations are able to profit directly from new advertising investments. Furthermore, by using our consistent technical infrastructure, advertising clients will be able to access interesting target groups and aggregated audiences in a very transparent manner.“