Addressable TV Usage
In January 2019, ProSiebenSat.1 ran carried out a research on the user structure of Addressable TV. These results will be presented in the following blog post.
First to note is, that there are approximately 12 million Addressable TV-able televisions in German households. 73% of these households consist of a minimum of two persons.
With Addressable TV advertising, it is possible to reach any age group within the ProSiebenSat.1 channel network. The 14 to 29 year old mainly watch channels such as ProSieben or ProSieben Maxx and the 30 to 49 year old channels such as Kabel 1, ProSieben and ProSieben Maxx. However, the 50+ year old rather prefer channels such as Sat.1 Gold and Kabel 1 Doku. In total, the ProSiebenSat.1 media group attracts 49% 50+ year old, 29% 30 to 49 year old and 22% 14 to 29 year old. Also interesting to note is, that roundabout 69% of ProSiebenSat.1 viewers are masculine.
Predicted Behavior Targeting
A SwitchIn gives the user the possibility to discover more information on the product or service by pressing the red button on their remote control. Their technology can determine what kind of user structure the household holds and broadcasts advertising accordingly to that. ProSiebenSat.1 released a statistic to show the uplift in engagement in certain user groups.
Single households had a 46% uplift in engagement compared to SwitchIn’s without targeting. Households interested in healthy nutrition gained the biggest uplift with 80%. Owners of yards, outlet buyers and families all experienced an uplift of about 50% and households with the generation 50+ an uplift of 38%.
All in all, you can say that targeted SwitchIn’s to certain households can boost your Addressable TV performance.