First Addressable TV ads in Spain
February 13, 2019
From David Del Valle in Madrid
Spain’s TV group Atresmedia has launched the first Addressable TV format on FTA in the country, with targeted and personalised advertising.
Branded Digital Skin, the new hybrid ad format uses HbbTV technology which is currently present in around 25 per cent of TV sets in the country. It will allow to audiences to be geographically segmented, and also classified by content taste. TV channels and advertisers will be also able to do personalised retargeting.
The Addressable advertising will also enable TV channels to substitute spots in linear TV by others targeted at different households depending on their likes, interests or socio demographic segmentation.
Digital Skin has already been tested successfully by Smartclip, with Spotx technology, on channels including France’s M6, Germany’s RTL and Viacom in Italy.