Notwithstanding the large number of streaming services and the trend towards non-linear television, TV continues to be an important channel for the reach extension in the relevant target audience. TV, however, does not only work with a broad target group but is also increasingly applied in the individual communication based on performance goals. Similar to radio advertising, we measure TV advertising success in online or digital channels by means of tracking software. This in turn influences TV media planning.
It does not always have to be the major broadcasters. It is quite often the less expensive special interest channels that can lead to the desired results at a greater efficiency. This is particularly true when combining TV with online video and social media. This makes TV advertising interesting, even for medium-sized companies.
What is important for us is the integrated approach that combines TV and Online, and takes into account reciprocal effects. Programmatic therefore plays a central role as online media can only be bought as close as possible to the TV spot by a trading desk.
Thus, programmatic advertising already has an increasing importance in the field of TV advertising and this is even more the case when considering the new opportunities opened up by addressable TV. In this context, Echte Liebe realizes content via set-top boxes and HbbTV as well as via programmatic advertising campaigns on Smart TV, creating powerful advertising communication charged with emotions.