The broadcaster Atresmedia is the first provider to introduce an “Addressable TV” format on Spanish free-TV. In the future, the HbbTV standard will allow for advertisements to be placed in a more target-oriented way. Atresmedia cooperated with the RTL Group subsidiaries SpotX and Smartclip to develop the format called “Digital Skin”.
Digital Skin von Atresmedia
With “Digital Skin”, Atresmedia is the first provider to introduce an “Addressable TV” format on Spanish free-TV. In the future, the HbbTV standard – which around one quarter of the TV devices in Spain support – allows for advertisements to be placed in a more target-oriented and personalized way on linear television. In a first phase, “Digital Skin” differentiates based on geographic location and TV content being viewed. Additionally, the technology enables the analysis of whether an advertisement has already had an effect on a viewer and how reasonable the retargeting – or re-addressing – of an interested viewer might be.
“Digital Skin” is the result of an intensive cooperation between various divisions at Atresmedia and the RTL Group subsidiaries SpotX and Smartclip. While SpotX supplied the technology for the format, Smartclip was responsible for its marketing – both are already very successful at an international level and are also cooperating with the channels M6 in France or RTL in Germany, for example. Within Atresmedia, “Digital Skin” is part of Nextv, the new marketing unit of Atresmedia Publicidad.