Television
RTL Deutschland Completes Tech Integration with Virtual Minds' Media Manager
2024-12-10
Virtual Minds, a renowned adtech specialist within ProSiebenSat.1 Media, has achieved a significant milestone by completing the technical integration of Media Manager into RTL Deutschland’s TV playout system. This integration creates a crucial technical infrastructure that allows Ad Alliance to make RTL Deutschland’s linear TV accessible through programmatic means. This development is not only a major step forward for Ad Alliance but also for the #AdTechMadeInEurope initiative.

Revolutionizing TV Advertising with Programmatic Integration

Technical Integration: Bridging the Gap between Linear and Digital TV

Virtual Minds and RTL Technology have come together to seamlessly merge Media Manager into RTL Deutschland’s TV playout system. This integration marks a turning point in the advertising landscape, enabling Ad Alliance to offer advertisers the ability to reach RTL Deutschland’s extensive linear TV audience programmatically. It provides a unified platform that combines the reach of traditional TV with the precision and efficiency of digital advertising.This technical feat allows advertisers using Virtual Minds’ Active Agent DSP to plan and purchase RTL Deutschland’s brand-safe TV reach according to digital logics. Initially, this takes the form of a programmatic guaranteed deal, providing advertisers with a reliable and targeted way to reach their desired audiences. With the ability to address 24 target groups in real time, advertisers can ensure that their campaigns are precisely targeted and reach the right people at the right time.

Combining Reach and Precision: Unleashing New Advertising Opportunities

RTL Deutschland’s potential reach of around 63 million viewers is now combined with the precision and efficiency of digital advertising. This opens up new possibilities for advertisers, especially those with a digital mindset. For example, launch partner Agentur Neun is producing the first PLTV campaign for their client from the non-governmental organization (NGO) sector, demonstrating the potential for traditional TV to reach new audiences through programmatic means.Advertisers can choose between two different inventory packages and different ad lengths, providing them with flexibility and customization options. Real-time data is at the heart of this integration, enabling automated purchasing, planning, and delivery of TV campaigns. By using data supplied by AGF and the HbbTV data of TV sets connected to the internet, advertisers can optimize their campaigns and ensure that the right message is played to the right target group at the right time. This not only leads to 100 per cent target-group billing but also achieves valuable scatter gains.

Advancing the Video Advertising Market: A Collaborative Effort

Frank Vogel, Managing Director of Ad Alliance, emphasizes the significance of this development. He states that the datafication of linear TV is the latest stage in the digital transformation of television and a key building block in their CrossOver Evolution strategy. Establishing PLTV is essential for the cross-genre future, allowing video inventory to be booked in a truly holistic way from a single provider. The adtech cooperation between RTL Deutschland and Virtual Minds has enabled this groundbreaking step to be taken much faster, allowing them to accelerate their efforts and get started with their first test advertiser.Tom Peruzzi, management spokesman and CTO of Virtual Minds, adds that the implementation of ‘Adtech made in Europe’ is making great strides and has now taken concrete shape. Advertisers can now programmatically purchase and optimize traditional TV advertising on all major private broadcasters in Germany based on standardized technology. The highly professional and goal-oriented collaboration between the technical teams at RTL Deutschland and Virtual Minds has delivered a standardized market solution quickly, offering new and innovative opportunities for traditional TV advertising and advancing the video advertising market as a whole.
OSN and Synamedia Iris Launch Advanced CTV Ads on Broadcast
2024-12-10
Video software provider Synamedia and OSN Group, a prominent entertainment network in the MENA region, have made a significant announcement. They have launched an advanced Connected TV (CTV) advertising proposition, which is powered by Synamedia Iris. This enables targeted advertising across linear broadcast channels, opening up new opportunities for advertisers.

Unlock the Potential of Advanced CTV Advertising with Synamedia and OSN

Advantages of OSN's Advanced CTV Advertising

OSN ensures a higher share of voice (SOV) for partner brands by having ad-skipping restrictions and fewer ads compared to other CTV platforms. This leads to increased ad recall and reduced ad fatigue. It also allows luxury brands and niche advertisers, who traditionally relied on digital-only campaigns, to access premium 'big screen' TV advertising.

Director of Ad Sales at OSN, Hamid Davari, expressed excitement about this transformative advertising solution. He stated, "We're thrilled to launch this as it allows us to deliver unparalleled value to advertisers and audiences alike. With targeted advertising already integrated on our streaming platforms, linear TV remains a cornerstone of our strategy. And with Synamedia Iris, we've gone from having no measurable data for campaigns to offering the most advanced solution available."

The Foundation of Advanced Ad Insertion

OSNtv's Direct-to-Home (DTH) set-top boxes provide the foundation for this advanced ad insertion. Nielsen research shows that OSN's DTH households are highly sought after, with above-average disposable income. This makes them difficult to reach through free-to-air TV or streaming platforms.

This unique positioning gives advertisers a chance to connect with a valuable audience that might otherwise be hard to reach. It showcases the power of combining traditional linear TV with advanced advertising technologies.

Collaboration and Innovation Driving Success

Synamedia Iris's modular SaaS architecture integrates seamlessly with OSNtv's existing ad ecosystem. It works in tandem with the Magnite SpringServe ad server, enabling digital-like targeting, programmatic capabilities, and granular reporting for linear broadcast inventory.

Senior Director of Advanced Advertising at Synamedia, Guy Southam, emphasized the significance of this partnership. He said, "This partnership with OSN Group marks a major leap forward for TV advertising in the region. Synamedia Iris combines the power of linear broadcast with the precision of digital targeting, giving advertisers the tools they need to connect with highly valuable audiences while optimizing campaign performance in real-time."

The rollout has already begun in the UAE and Saudi Arabia, with plans to expand across the GCC and Egypt by the end of 2024. This indicates the growing importance and potential of advanced CTV advertising in the region.

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Can "One Hundred Years of Solitude" Be Translated to Great TV?
2024-12-10
Gabriel García Márquez once pondered the challenge of faithfully presenting the surreal and vast tale on the silver screen. His 1967 landmark novel, "One Hundred Years of Solitude," seemed to demand a runtime of an astonishing 100 hours. Moreover, it was his firm belief that the film should be shot entirely in Colombia and in the Spanish language, adding an extra layer of authenticity and cultural depth.

Immerse Yourself in the Epic Tale of "One Hundred Years of Solitude"

Runtime Dilemma

1: The idea of a 100-hour runtime for "One Hundred Years of Solitude" is truly remarkable. It reflects the complexity and richness of García Márquez's narrative, which encompasses generations of a family and the ebb and flow of history. Such a long duration allows for a meticulous exploration of every detail, from the magical realism that permeates the story to the intricate web of relationships among the characters. 2: This extended runtime also gives the filmmakers the opportunity to truly capture the essence of Colombia. The country's diverse landscapes, from the lush rainforests to the arid deserts, can serve as a backdrop for the unfolding drama. By filming in Spanish, the language that is deeply ingrained in Colombian culture, the film becomes an immersive experience that transports the audience to a different time and place.

Cultural Significance

1: "One Hundred Years of Solitude" is not just a novel; it is a cultural phenomenon. García Márquez's work has had a profound impact on Latin American literature and has become a symbol of the region's identity. When translating this story onto the screen, it is crucial to preserve its cultural significance. The use of Spanish and the portrayal of Colombian customs and traditions help to connect the audience with the heart and soul of the story. 2: Moreover, by setting the film in Colombia, the filmmakers pay homage to the country's rich history and heritage. It becomes a celebration of Colombian culture, showcasing its unique traditions, music, and art. This cultural aspect adds another dimension to the film, making it more than just a visual spectacle but a cultural experience.

Challenges and Rewards

1: Filming "One Hundred Years of Solitude" presents numerous challenges. The sheer scope of the story requires meticulous planning and a large team of dedicated professionals. From creating the elaborate sets to capturing the magical effects, every aspect of the production must be executed with precision. However, the rewards are equally great. The film has the potential to become a cinematic masterpiece, captivating audiences around the world and introducing them to the magic of García Márquez's world. 2: The decision to film in Spanish also poses a challenge, as it limits the potential audience. However, it also opens up new opportunities for cultural exchange and understanding. By presenting the story in its original language, the film can bridge the gap between different cultures and promote a greater appreciation for Latin American literature and culture.
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