Launching TV 2 Connect – a self-service platform for addressable TV

February 22, 2021

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A market need

Several reasons prompted the development of this new and flexible tool launched in December 2020.

Firstly, the fact that there are currently over 300.000 SMEs in Denmark, which often do not need advertising at a national level and for whom the cost of running a national campaign on TV would be prohibitive.

Secondly, the current trend that advertisers are in-housing media buying and looking for ways to leverage the data they already have on their customers. Some advertisers also task their digital or creative agencies to do the media buying on their behalf, thereby opening up the TV ad buying market to a group of agencies who don’t have access to the same platforms for buying TV as the media agencies.

The tool’s flexibility and familiarity have also made it an interesting asset for media agencies who use TV 2 Connect to check for available inventory during specific time periods quickly, or to manage clients who also run ads regionally or locally themselves, eg. Franchise owners.

Creating a flexible and familiar tool

The platform was developped in-house.

The new solution is fully integrated with:

  • TV 2’s current client system (enabling access to billing information),
  • the creative assets database,
  • the addressable TV ad server (to confirm availability of VOD and live inventory on OTT).

TV 2 Connect enables advertisers to optimise campaigns by:

  • demographics (age and gender),
  • frequency (how many times you want the ad to be shown to your target audience across all the devices you can watch TV 2 PLAY on),
  • geography (regionally and soon also specific cities or postal codes).

“TV 2 Connect truly is the best of both worlds. With this user-friendly platform, clients can combine the quality, emotions and transparency of Tv advertising with the targheting and insights of digital” asserts Christian Godske, head of Innovation, Addressable TV at TV 2 Denmark.

The road ahead

After beta testing, a first version 1.0 was released to the public in December 2020. The next version, which will be launched shortly, will allow advertisers to make payments using a credit card, whereas now users need to be registered as a client. The following iteration will also offer contextual targeting (next to sports, or fiction) and allow clients for example to target households where viewers have been watching kids content as a ‘household with small kids living at home’.

Furthermore, this version will also support Custom Audiences selection, allowing advertisers to use their own first-party data to create bespoke audiences, eg. by excluding existing customers or reaching these with a tailored message.