Premiere for Programmatic TV: Zattoo cooperates with AppNexus

Zattoo has been using AppNexus' Supply Side Platform (SSP) for digital TV advertising since August. As part of the collaboration, advertisers can for the first time use Zattoo and AppNexus' Dynamic Ad Insertion to target TV campaigns in real time, personalized and programmatically. TV advertising can then be replaced by commercials in real time, frame-by-frame, in the Zattoo live stream. This provides advertisers with familiar features from the online world, such as targeting and frequency capping. This reduces high wastage in TV campaigns, especially among the TV target group aged 14 to 49, according to a statement.

The partnership of the companies creates numerous synergy effects from which both advertising customers and Zattoo users benefit. Using the new Server Side Ad Insertion developed by Zattoo, it is possible to embed TV advertising blocks seamlessly into the live TV stream. Advertisers are thus immediately able to target their campaigns to different audiences in a targeted and individualized way. The adserver-based ad delivery enables advertisers to accurately report relevant metrics, such as gross reach, net reach, or VTR. For the first time, frequency capping is also possible for TV campaigns in order to control the number of ad deliveries and protect users from annoying advertising spam. Further positive effects of the new advertising insertion: There are no annoying loading times (buffering) for the user and ad blockers have no chance to stop the delivery of the ads.

Ulrich Hegge, Vice President Strategic Market Development DACH at AppNexus: "The revolution of TV started a long time ago. TV advertising will continue to play a role as a reach provider. However, the associated broad distribution, as we know it from advertising on classic TV, is severely limiting for many advertisers."

Hegge sees classic TV at a disadvantage, especially when it comes to individualization and performance campaigns: "Depending on the goal of a campaign, advertising in TV environments can be completely ruled out. Based on AppNexus technology, Zattoo now offers individual, programmatic targeting of TV advertising. Zattoo's advertisers benefit from significant reach and better user engagement because they can tailor their message to different market segments. Higher efficiency and effectiveness compared to traditional TV advertising is thus guaranteed."