Crossvertise launches HbbTV-based self-service addressable TV planner
October 1, 2026 23.22 Europe/London By Broadband TV News Correspondent

German media service provider Crossvertise has launched a new self-service planner for addressable TV campaigns, using HbbTV technology to enable regional advertising on connected TVs.

The tool allows advertisers to plan, optimise and book campaigns themselves by entering their target region, budget, campaign duration and audience. They receive a campaign recommendation including estimated impressions and cost per thousand contacts. Campaigns can be planned from €5,000.

Users can select their target area via a map or search field and see the number of addressable TV devices available. Budget and campaign duration can then be adjusted, while additional targeting options include age and gender. Advertisers can also upload their advertising creative during the planning process.

The format used is SwitchIn XXL, an L-shaped banner that appears on compatible connected TVs three seconds after a channel change. According to the HbbTV Association, around 25.4 million German households had an addressable HbbTV device at the end of 2024, equivalent to around 60% of TV households.

The planner also includes an optimisation function that can suggest alternative campaign configurations if the selected parameters do not produce a suitable result.

“It’s important to us that the planner doesn’t just spit out numbers. If a campaign doesn’t make sense with the selected budget or in the desired region, the campaign optimisation provides the customer with a specific alternative that can be adopted directly,” said Maximilian Balbach, Co-CEO of Crossvertise.

Crossvertise is targeting advertisers with budgets of between €5,000 and €15,000, including local retailers, service providers and restaurants. Since SwitchIn XXL is a banner format, no conventional TV spot is required.

According to the company, the new planner is intended to lower the barriers to regional TV advertising by allowing businesses to plan campaigns themselves without specialist TV planning expertise.