TVN Media launches new advanced advertising unit
October 16, 2024 15.11 Europe/London By Julian Clover


Warner Bros Discovery-owned TVN Media is introducing a new proprietary tool that enables the expansion of linear campaign reach.

The Polish TV network has also created a new unit within the TVN Media advertising office., Advanced Advertising, headed by Piotr Wywrot, Advanced Advertising Sales Director. Wywrot will report to Marcin Idzik, VP Ad Sales, with the unit primarily working on the development of Addressable TV.

TVN Media’s Reach Boost tool makes it possible to select devices that were exposed to a specific advertising campaign at a given time, and then create a profile based on a constituency of devices on which a particular advertisement has not been shown before.

“DAI technology has become an integral element of our company’s development strategy. The launch of a new advertising product, Reach Boost, the creation of the Advanced Advertising sales structure and investments in Addressable TV are a natural continuation of the transformation that TVN Warner Bros. Discovery is undergoing. We are gradually improving our linear resources towards digital solutions,” said Dorota ?urkowska, GSVP Revenue at TVN Warner Bros Discovery.

TVN worked with a leading personal hygiene brand for a test campaign in Spring 2024.

The advertising linear TV campaign took place in the spring of 2024 and lasted approximately 6 weeks. Over the next 2 weeks, the Reach Boost phase was launched, the aim of which was to selectively build reach to devices for which – in the Addressable TV environment – no contacts with advertising previously exposed on linear TV were recorded.

TVN says the reach of the advertisement increased by 5.7 percentage points.

The Reach Boost product is available within all FTA TVN Warner Bros. Discovery channels currently covered by the Addressable TV service.