Local and target group-specific: Successfully advertise regionally with Addressable TV

Local and target group-specific: Successfully advertise regionally with Addressable TV

Sissy Scheible
Sissy Scheible
published on September 13, 2023   

Addressable TV - The most important points in brief:

  • Addressable TV also enables small and medium-sized companies to advertise via television.

  • Advertising with Addressable TV can be played out very specifically, as targeting similar to that of online campaigns is possible.

  • Advertising with Addressable TV can be played out only in a small regional area, in entire states or nationwide.

  • There are various banner formats to choose from, or entire spots can be placed over the actual commercial break.

Traditional advertising on linear television is something that small and medium-sized businesses can only afford on regional channels at best. However, there is another option for them to showcase their advertisements to their target audience even on major channels, even during prime time: Addressable TV. To learn what exactly this is and how you can also make use of it, read on.

What is Addressable TV (ATV)?

According to, in the year 2022, approximately 66% of all households used a Smart TV. Smart TVs are televisions that can connect to the internet, providing access not only to regular television channels but also to their on-demand libraries, streaming services, and other applications.

Addressable TV leverages the internet connectivity of these television sets through the HbbTV standard (Hybrid broadcasting broadband TV) to deliver personalized and regional advertising. This advertising is inserted into the ongoing program stream after channel switching. It can include video clips, animated images, or still images.

With Addressable TV, it is possible to target advertising to specific audience segments and within specific geographical areas, down to the last digit of the postal code.

What is Connected TV (CTV)?

Addressable TV is often confused with Connected TV (CTV). Connected TV encompasses all content that can be digitally played through devices such as Smart TVs, streaming sticks, game consoles, and the like. Prominent examples include streaming services like Netflix or Amazon Prime, as well as TV channel on-demand libraries. Advertising on CTV is displayed when using these platforms and not within the linear television program, unless it is being streamed live through an on-demand service. Advertisements are shown before or during the streaming experience.

What targeting options are available in Addressable TV?

Targeting Options in Addressable TV

  • Conventional television advertising is broadcast to everyone in the same way. So, for example, if you run an advertisement for dog food, it will be seen by everyone tuning in to the respective channel, including cat owners or people who do not have pets at all. This leads to significant audience wastage.
  • Addressable TV, as the name suggests, is quite different. Here, you can precisely address your advertising to a specific target audience. For instance, you can broadcast it only within a specific radius around your dog food store, exclusively to people who own dogs, or when someone switches to a channel airing a dog-related program. This results in significantly reduced audience wastage.
  • Similar to ads on Facebook, Instagram, and Google, you can define target audiences in Addressable TV based on criteria such as gender, age, interests, or location. The data for this is gathered from the accounts users are signed into on their Smart TVs, such as YouTube, Amazon, or Google.
  • Addressable TV offers even more capabilities: You can determine the broadcast radius of your ad down to the last digit of the postal code and make further “fine-tuned” adjustments, such as running an advertisement for rain gear only on days when the weather forecast predicts rain.

Targeting in Connected TV

Connected TV also offers various targeting options, including region, age, gender, interests, time of day, and context. Context means that you can choose to run your ads, for example, only when thriller or crime shows are being watched, or during romantic movies, and so on.

Addressable TV Formats

Depending on which channels you intend to run your ATV ads on, there are different providers and formats available. The following examples are the most common formats but may have different names or dimensions depending on the provider.

Switch In Banner

Switch Ins are overlays that are inserted during the ongoing television program without interrupting it. They typically last for about ten seconds and usually form a two, three, or four-sided frame around the running television image, which is minimized during the Switch In.

Switch In XXL

A Switch In XXL is played in L-format on the left side over the entire screen size. Interactions, similar to other formats, are possible. For example, interactions can be triggered by pressing the yellow button, such as a “Click to Video,” which can then last for around 55 seconds. In the XXL format, animations can also be used, but this usually comes at an additional cost.

Addressable TV: Switch In XXL

Doesn’t disrupt the ongoing program yet grabs attention: The Switch In XXL format

Switch In Zoom

Switch In Zoom is a three-sided banner that, also covering the entire screen size, wraps around the regular television program at the top, left, and bottom (C-shaped), creating even more advertising space. The largest advertising space is located on the left. Switch In Zoom can also be booked as a pure branding format or with interactions, which are usually triggered by the yellow button. Animations are also possible in this format.

Addressable TV Switch In Zoom

In Switch In Zoom, the largest advertising space is available on the left side.

Switch In Masthead

Switch In Masthead is also a three-sided format, where the advertising space wraps around the image on the left, top, and right sides. The largest advertising space is at the top. The functions are the same as in the other formats.

Addressable TV: Switch In Masthead

In the Switch In Zoom format, the largest advertising space is available on the left side

Video Formats

There are also ATV advertising formats where you can play videos directly without the viewer having to press the yellow button. Such formats include:

Switch In Bumper

Switch In Bumper is a maximum six-second-long commercial that covers the entire television screen, but it is framed by an L-shaped overlay in the channel’s colors. This overlay marks the video as an advertisement and often displays a countdown so viewers know when the program will resume. It often includes the text “In a moment we will continue.”

Switch In Bumper videos can also include interactions such as “Learn More,” which can be triggered by pressing the yellow button.

Switch In Spot

Switch In Spot is structured similarly to Switch In Bumper, but it allows for various types of framing. The spot can be centered on the screen, for example. The length of the spot can be longer than six seconds, depending on your booking, but it is typically not longer than ten seconds.

ATV Spot

The largest format that Addressable TV has to offer is an ATV Spot (which can also be used additionally in Connected TV). This spot is played during the linear advertising block, replacing another advertisement, and occupies the entire screen. It can have a length of up to 20 seconds.

On which channels can you advertise with Addressable TV?

Addressable TV is offered by most private television channels and broadcasting groups. Public broadcasters, such as ARD and ZDF, unfortunately do not offer addressable TV.

Overview of the channels where you can advertise with Addressable TV.

Source: RTL AdAlliance

Why should you advertise with Addressable TV?

  • Addressable TV offers small, medium-sized and, above all, local companies an ideal opportunity to place advertising on television at low cost.
  • There is little wastage because, unlike regular TV advertising, the ads can be played to defined target groups, at specific times, in specific regions and even in specific weather conditions.
  • The banners are shown during the current program and are therefore not lost in the regular commercial break.
  • A precise evaluation of the success of the advertising campaigns is possible, based on the number of viewing contacts.
  • Compared to conventional TV advertising, the effort, lead time and planning time for ATV campaigns is very low. In addition, content can be adapted in real time to respond to current events or trends.

Addressable TV and Connected TV with LocalUp

As a provider of automation solutions for local and personalized social media and Google marketing campaigns, we are excited to offer our customers an additional advantage for their regional marketing campaigns. In collaboration with RTL AdAlliance, our customers can now advertise on ATV and CTV, targeting their ads locally in the immediate vicinity of their locations, branches, and franchisees. This also extends to Social Recruitment campaigns using our product, jobfire.

Take advantage of this opportunity to complement your LocalUp or jobfire campaigns with our new offering. Regional advertising campaigns can be optimally enhanced, and success can be significantly amplified through the additional medium of Smart TV. We look forward to hearing from you. Contact us.