Admeira launches test campaign for interactive TV advertising
Since Tuesday, a test campaign can be seen in the advertising windows of SRG SSR stations, offering viewers interaction options for the first time.
Admeira is working flat out on NextGen TV solutions. The TV advertising of the future is to be interactive and targeted, says Philipp Mason, Head of NextGen TV at Admeira in an exclusive interview with Werbewoche, which was published in the Issue 17/2017 from October 20 is published. "We function like a start-up. Our development processes are dynamic. We currently have different projects in concept, alpha and beta phases at the same time."
To ensure that the tastes of TV viewers and advertisers are also met, an offer must be tested on a large scale before its market launch. Such a large-scale test campaign on interactive TV advertising has been running since Tuesday. Migusto, the Migros cooking club, is being advertised. It is intended to give TV viewers a taste for interactive TV. For the time being, the pre-tasting is reserved for Swisscom TV subscribers, because the HbbTV transmission technology required for this can be used here. HbbTV stands for Hybrid Broadcast Broadband Television. It is the fusion of television and the Internet.
And this is how the interactive experience is designed for the TV viewer: When the spot is broadcast, a request to press the OK button on the remote control appears at the bottom left of the screen. This opens a page on which Migusto recipes, a video and other information can be consumed. It is also possible to order the current Migusto magazine as a conversion target. The prerequisite for pre-tasting is that the viewer has previously agreed to the use of HbbTV and interactive advertising and is watching the spots on live TV.
The spots will run on SRG stations throughout the day for the next two weeks.
Read more about the project and Philipp Mason's Admeira workshop in the second October issue of Werbewoche. Printed, not broadcast.
Beat Hürlimann
