RTL and ProSiebenSat.1 offer targeted advertising via HbbTV
JULY 5, 2021 13.12 EUROPE/LONDON BY BROADBAND TV NEWS CORRESPONDENT

The joint venture of German broadcasters Mediengruppe RTL Deutschland and ProSiebenSat.1 for addressable TV, d-force, provides the German-speaking advertising market for the first time with a solution for targeted advertising with programmatic ad replacement.

Through d-force’s Active Agent booking platform, advertisers can book 20-second addressable TV spots during commercial breaks on linear TV channels operated by RTL und ProSiebenSat.1. The spots are initially shown instead of broadcasters’ programme trailers.

The solution is technically based on the HbbTV standard, a d-force spokesperson told Broadband TV News.

Programmatic spot-replacement marks “a new milestone in the qualitative development of TV advertising,” said Alen Nazarian, Managing Director of d-force. “With our new media solution, it is now possible to plan, buy and control advertising in the linear stream in real time and with active programmatic mechanisms,” added Nazarian. “The next big step is the cross-device capability of spot replacement.”

The spot replacement was launched in a pilot by media agency OMD with client REWE. As part of a two-week TV advertising campaign in April 2021, selected viewers of the RTL and ProSiebenSat.1 channels saw a commercial from the supermarket chain for the range of its own brand ja!.