In the past, online video was used as an addition to TV planning with the aim of generating incremental reach, especially among the young target group. Today, digital moving images reach all generations and no longer stop at TV sets either - a key reason for the increase in Zattoo usage mentioned can be attributed to Connected indonesia rcs data TV. Digital streaming platforms such as Zattoo, Teleboy, YouTube or formats specially developed for Smart TV such as Samsung TV Ads and YouTube Mastheads bring the commercial directly to the TV set. Postlinear TV and Connected TV are therefore the link that links classic TV with digital moving image planning.
Allianz relies on data-based video playback
New opportunities are opening up for advertisers in both campaign planning and optimization. We at Sir Mary have adopted these for a large-scale branding campaign for Allianz. While in previous years there was a strong focus on traditional channels, this year's campaign planning consisted exclusively of digital moving image placements. The video inventory was purchased programmatically and across platforms from news, streaming and Internet TV providers. This made it possible to control the contact dose over the entire campaign, resulting in a much more efficient build-up of reach. Thanks to the flexible campaign planning, short-term changes in usage behavior could be addressed.