Online video and smart TV
Some viewers, especially younger ones, watch TV content outside linear broadcast: in the TV groups’ streaming services and smart-TV apps. Advertising there is bought much like television — often in GRPs or impressions — and lets the campaign reach people a standard spot will not.
What we deliver
- A plan for incremental reach on top of a linear TV campaign
- Buying in TV groups’ streaming services in GRPs or impressions
- HbbTV formats and addressable advertising on smart TVs
- Checks on video and interactive-element specifications
- Evaluating delivered impressions and overlap with linear TV
TV groups’ streaming services
TV groups run their own streaming services where spots play before and during programmes. Viewers watch the same content as on TV, just at a different time and on a different device, so the environment is comparably brand-safe.
Buying is usually done in impressions (number of plays), and some offers combine GRPs with linear broadcast. The advantage is that the same spot as on TV can be used — no separate production needed.
HbbTV and addressable advertising
Internet-connected smart TVs enable HbbTV formats — such as ad elements overlaying the broadcast, or replacing a spot in the break with another by region or household profile. This brings to television targeting that used to exist only online.
It is the interface between TV and digital. Campaigns in video networks such as YouTube and on social media are run by our sister company OMNIA MEDIA; we buy video that belongs to the television ecosystem, and both halves are planned together.
Frequently asked
- How is online video different from YouTube advertising?
- By online video we mean advertising in TV groups’ streaming services and on smart TVs — the content is professional TV production and buying works much like television. Advertising in video networks such as YouTube and on social media is run by our sister company OMNIA MEDIA. In one plan, both complement each other.
- What does online video and smart-TV advertising cost?
- The price follows the number of impressions or points, the targeting and the format; addressable and interactive formats cost more than a standard spot. Send the inquiry form for a concrete proposal.
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