ADVANCED TV MEDIA KIT 2022 - Goldbach
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ADVANCED TV MEDIA KIT 2022
AGENDA GOLDBACH ADVANCED TV 2022 page 3 SMART TV ADS o SMART TV ADS - eye-catching in the start screen page 7 o SMART TV ADS - navigation is the new zapping page 11 • Prices page 12 • Targeting options page 13 • Technical specifications page 14 CONNECTED TV (CTV) SPOTS o CTV SPOTS – Digital advertising on the TV screen page 15 o CTV SPOTS – Optimal extension of TV campaigns page 18 o Dynamic ad insertion / Dynamic ad substitution page 19 • Pricing and targeting options page 22 • Technical specifications page 23 SPECIAL ADVANCED TV SOLUTIONS o Branded Content page 25 o Corporate Channels page 26 Goldbach Germany GmbH 2
THE MARKETER FOR DIGITAL
MOVING IMAGE COMMUNICATION
IN GERMANY | AUSTRIA | SWITZERLAND
Büro Hamburg
GOLDBACH Germany GmbH
Büro Berlin
ADVANCED DIGITAL ONLINE TV
TV OUT OF HOME VIDEO
München
FOUNDATION
AT
2015 GOLDBACH Germany GmbH
CH
SMART TV
2017 Start of cooperation with Samsung
CONNECTED TV
2018 Marketing cooperations with various OTT platforms
ADVANCED TV
2020 Expansion of platform and advertising product portfolio
Goldbach Germany GmbH
3
THE BEST OF TELEVISION AND DIGITAL COMBINED DIGITAL TELEVISION ADVERTISING Definition ADVANCED TV It is the IAB's collective term for all forms of television that are not viewed on a television via a broadcast, cable or satellite connection. CONNECTED TV OVER-THE-TOP (OTT) TV EVERYWHERE ADDRESSABLE TV (Internet-enabled TVs) (IP-based video content) (IPTV business models) (TV targeting ability) Goldbach Germany GmbH 4
THE STRENGTHS OF ADVANCED TV
TECHNOLOGY AND CUSTOMER NEEDS ARE CHANGING THE TELEVISION MARKET
Changed media usage behavior …
… allows linear TV consumption to transition into digital usage behavior
More distribution and popularity...
... due to constantly increasing sales of internet-enabled televisions and streaming
devices leads to an increase in usage
Data driven advertising delivery…
… gives advertisers the opportunity to address target groups
directly and emotionally without wastage
THE BEST OF TELEVISION AND DIGITAL COMBINED
PRODUCT PORTFOLIO ADVANCED TV
SMART TV CONNECTED TV SPECIAL ADVANCED TV
ADS SPOTS SOLUTIONS
Creative brand presentations
Eye-catching in the start screen Digital advertising on the TV screen
Advertising space Digital TV commercial in video Attention-grabbing special ad formats.
(display and/or video) in streams and linear
the user interface of the commercial blocks.
Smart TV devices.
Goldbach Germany GmbH
SMART TV ADS EYE-CATCHING ON THE START SCREEN
CONNECTED TV MAKES THE TV SMART
DEVICES THAT ARE USED
3/4
uses
Smart TV devices
1/4uses
peripheral devices
Goldbach Germany GmbH Source: Goldbach Advanced TV Study 2021
+43% 8
of the households have a
second Smart TV set compared
to the previous year
ADDITIONAL FUNCTIONS IN THE CTV ARE KNOWN BY ALMOST EVERYONE
STRONG USE OF THE APP/VOD FUNCTION IN ALL TARGET GROUPS
100%
90%
98%
Use of additional functions (app/VOD) [share in %]
98% 98% 98% 98% 97%
87% 87% 87%
93%
89%
87%
80% 77% use of the additional
functions
70%
60%
50%
40%
98%
Familiarity of connected
30%
TV additional functions
20%
10%
0%
∅ 2,3
All
All
Men
Women
16-29 y.
30-49 y.
50-69 y.
Men
Women
16-29 y.
30-49 y.
50-69 y.
People sit in
Awareness Use front of the TV
Goldbach Germany GmbH Source: Goldbach Advanced TV Study 2021 9
TV HABITS GO SMART TV
SMART TV ADS
57 M. …Smart TV users
(Ø 2,30 people sit in front of the TV)
25 M. ... Own a Smart TV
(at least one or more Smart TVs)
20 … households with a Smart TV have at least
M. one device connected to the internet
Goldbach Germany GmbH 10
Source: Digitization report by media authorities 2021
Source: Goldbach Advanced TV Study 2021NAVIGATION IS THE NEW ZAPPING
SMART TV ADS
SMART TV ADS
reach TV users every time they turn on their Smart TV and
search for content. The user experience is evolving from the old
clicking more and more towards navigating / discovering.
INCREMENTAL RANGE
1 additional contacts within the Smart TV viewers
in addition to the linear TV viewer reach
BRAND INVOLVMENT &
2 CONTENTMARKETING
numerous creative possibilities:
Video, URL, App, Image
placement example placement example
SMART TV ADS home launcher SMART TV ADS content store
ADRESS THE TV USERES DIRECTLY
Goldbach Germany GmbH WITH SMART TV ADS 11PRICES
SMART TV ADS
GOLDBACH SMART TV ADS GOLDBACH SMART TV ADS- DISCOUNT SCALE
Gross prices
GROSS MEDIA IN EURO DISCOUNT
600.000 40,00%
RUN OF SITE 30.00 € | CPM
550.000 until 34,00%
without targeting
500.000 30,00%
450.000 until 24,00%
RUN OF SITE 33.00 € | CPM
400.000 20,00%
with 1 targeting feature*
300.000 15,00%
200.000 10,00%
* Each additional targeting feature + 3.00 Euro CPM surcharge 150.000 7,50%
100.000 5,00%
50.000 2,50%
until 7.500 0,00%
Goldbach Germany GmbH The General Terms and Conditions of Goldbach Germany GmbH apply. https://goldbach.com/de/de/agb 12
All prices plus VAT & subject to change.TARGETING OPTIONS
SMART TV ADS
SOCIODEMOGRAPHY Working adults Comedy fans
Male users Parents with children Reality TV fans
Female users CONTENT Drama fans
Heavy streamer Family content Gaming fans
Cord Cutters Sports fans TECHNOLOGY
Millenials Music fans Newly activated devices
Adults 18 – 35 years Sci-Fi fans SVOD / AVOD users
Adults 35 – 55 years Movie fans
Adults 55 + years Action fans
Goldbach Germany GmbH 13TECHNICAL SPECIFICATIONS
SMART TV ADS
Advertising form Format Click Option Max. file Tracking
size
HOME LAUNCHER AD 1st party | 3rd party using |
PNG | JPG 300x250 px Click to … App | DeepLink | Web | Overlay | Video 150 kB
1x1 pixel (without action / redirect)
Native Ads Kombi
SE SECONDARY HOME SCREEN AD PNG | JPG 300x250 px
Click to … App | DeepLink | Web | Overlay | Video 1st Party | 3 rd Party using |
Creative must deviate from 150 kB
1x1 Pixel (ohne action / redirect)
original Home Launcher ad.
HERO DISPLAY ADS PNG | JPG 1354x762 px
Click to … App | DeepLink | Web | Overlay | Video
4 MB
1st Party | 3 rd Party using |
1x1 Pixel (without action / redirect)
CONTENT STORE AD PNG | JPG 970x250 px Click to … App | DeepLink | Web | Overlay | Video 150 kb 1st party | 3rd party using |
1x1 pixel (without action / redirect)
FULL SCREEN VIDEO 16:9, Full-HD, 1080 px, Click to … App | DeepLink | Web | Overlay < 30 MB -----
format mp4 | max. 30 sec.
General:
▪ Delivery of the creatives at least 7 working days before launch
▪ The campaign briefing for the delivery of advertising material should contain the following information:
customer name, campaign name, order number, booking period, booked placements, user journey
Goldbach Germany GmbH The General Terms and Conditions of Goldbach Germany GmbH apply. https://goldbach.com/de/de/agb 14
All prices plus VAT & subject to change.CONNECTED TV SPOTS DIGITAL ADVERTISING ON THE TV SCREEN
VERY HIGH AWARENESS OF CONNECTED TV
PARTICULARLY STRONG IN THE YOUNG TARGET GROUP
Awareness and use DACH in %
100%
90%
80%
70%
84% 87% 81% 84%
88%
80%
65%
70% 71% 71%
over 70%
59% of 16-49 year olds use
60% 50% Connected TV
49% 48%
50% 42% 45% 39%
40%
28%
30%
20%
10%
0%
Almost 50%
All
All
All
Men
Women
16-29 y.
30-49 y.
50-69 y.
Men
Women
16-29 y.
30-49 y.
50-69 y.
Men
Women
16-29 y.
30-49 y.
50-69 y.
regular use
Awareness Use Regular use
Goldbach Germany GmbH Source: Goldbach Advanced TV Study 2021 16THE LIFE OF THE ADDITIONAL FUNCTIONS CONTINUES TO INCREASE
PARTICULARLY HIGH ACCEPTANCE AMONG THE YOUNG TARGET GROUP
Average usage time of additional functions per day (hh:mm)
03:21
03:02
02:52 02:44
02:30 02:28 2019
02:24 02:19
02:08 02:11 2020
02:04
01:56
01:55 01:50 +/-
01:46
previous
01:25 years
01:26
00:57
On average, respondents spend 00:28 +29% +31% +28% +39% +19% +29%
2 ½ hours 00:00
Total
Gesamt Men
Männer Women
Frauen 16-29
14-29j.
16 y. 30-49
30-49j. y. 50-69 y.
50-69j.
a day with the additional
Goldbach Germany GmbH 17
functions of Connected TV
Source: Goldbach Advanced TV Study 2021THE IDEAL EXTENSION
OF TV CAMPAIGNS
CONNECTED TV SPOTS
Extend digital TV commercials and brand films into
improved multi-channel communication from linear
television and track as well as optimize them as best as
possible according to specified KPIs. DELAYED PRE ROLL ADS
Connected TV Inventar:
1 exclusive advertising position max. 2
minutes after content start.
Linear channels Connected TV channels (AVoD/FAST) Media libraries / catch-up TV
Commercial blocks & exclusive (Delayed) Pre-/Mid-Rolls (Delayed) Pre-/Mid-Rolls
spots
LIVE MID ROLL ADS
2 Commercial break
within the broadcast format
PAY
via DYNAMIC AD via DYNAMIC AD via DYNAMIC AD
SUBSTITUTION INSERTION INSERTION
ADDRESSING THE TV VIEWERS WHO
GEZIELT MIT SMART TV ADS
Goldbach Germany GmbH ARE HARD TO REACH WITH CTV
DAS TV-PUBLIKUM ABHOLEN
SPOTSDYNAMIC AD SUBSTITUTION
REPLACE TV ADS ONLINE
Dynamic Ad Substitution (DAS)
replaces the TV commercial in a simulcast Internet video
stream. Dynamic ad substitution spots improve the linear
viewer experience with more relevant and targeted TV
advertising.
CHANNELS VIA DYNAMIC AD SUBSTITUTION (excerpt)
TV Broadcast Over The Top - Simulcast
Content A Live Content A Content A Content A
part 1 Media part 1 part 1 part 1
Encoder
Ad A Ad C Ad C
Ad Break
Ad Ad B Ad D Ad G
Stitching
Ad C Ad F Ad H
Content A Ad Server Content A Content A Content A
part 2 part 2 part 2 part 2
Goldbach Germany GmbH
illustration exampleDYNAMIC AD INSERTION
INSERT TV ADS ONLINE
Dynamic Ad Insertion (DAI)
inserts a digital video spot before, in the middle or after video content
(pre-roll/mid-roll/post-roll). The video streams are filled with the digital
spots by an ad server. If the pre-roll is delayed and not delivered directly
at the start of the content, this is referred to as a so-called delayed pre-
roll.
CHANNELS VIA DYNAMIC AD INSERTION (excerpt)
commercial break commercial break
Classic commercial
spot
Content A or digital video Content B Content B
spot
(Delayed) Pre-Roll Mid-Roll
i in 100% full screen in 100% full screen
Outlined advertising process
Goldbach Germany GmbHUNIQUE CONTENT ENVIRONMENTS...
... REACH OUT TO YOUR TARGET GROUPS WITH CURATED GENRES
SMART TV / SMART-TV APPS / OTT PLATFORMS: GENRES FOR EVERY TARGET GROUP:
Automobil Gesellschaft / Reisen / Sport
Zeitgeschehen Tourismus
Food / Lifestyle Musik Entertainment Gaming
Gesundheit Kunst / Kultur Wissen Kinder
Goldbach Germany GmbH 21PRICES
CONNECTED TV SPOTS
GOLDBACH CONNECTED TV SPOTS TARGETING OPTIONS*
Gross prices
Content targeting
RUN OF NETWORK 105.00 € | CPM
Geo targeting
RUN OF SITE 110.00 € | CPM
TARGETING AUFSCHLAG* 5.00 € | CPM Time targeting (hourly timelines)
Technical targeting
* per feature
* individual targeting on request
Goldbach Germany GmbH The General Terms and Conditions of Goldbach Germany GmbH apply. https://goldbach.com/de/de/agb 22
All prices plus VAT & subject to change.TECHNICAL SPECIFICATIONS
CONNECTED TV SPOTS
TECHNICAL SPECIFICATIONS FOR SPOT DELIVERY GENERAL:
▪ Non Skippable
Format
▪ The campaign briefing for the delivery of advertising
VIDEO RESOLUTION Full HD 1920 x 1080
material should contain the following information:
FORMAT VAST 2.0, MP4 / H.265, HQ quality customer name, campaign name, order number,
VIDEO LENGTH max. 89 sec. | recommended max. 30 sec. booking period, booked placement
< 200 mb ▪ Booking both IO and programmatic possible
FILE SIZES
ASPECT RATIO 16 : 9
Goldbach Germany GmbH The General Terms and Conditions of Goldbach Germany GmbH apply. https://goldbach.com/de/de/agb 23
All prices plus VAT & subject to change.SPECIAL ADVANCED TV SOLUTIONS CREATIVE BRAND STAGING
BRANDED CONTENT
SPECIAL ADVANCED TV SOLUTIONS
Your communication from
another side
Stand out from your competition and create
attention-grabbing content-related
short formats and advertising
forms with us.
Goldbach Germany GmbH 25CORPORATE CHANNEL
YOUR OWN BRAND CHANNEL IN IPTV
In 3 easy steps to your own This is your added value...
brand channel
… High residence time (mainly used on
1… Create your own playlist (e.g. via YouTube) TV screens)
Provide your brand logo and meta data
… Development of new target groups
2… Creation of the channel through the IPTV platform
3… Release by you … Best picture and sound quality
… Detailed analyses, insights and reports on users
and usage
No broadcast license is required.
… Inexpensive integration compared to
previous TV distribution channels
26
Goldbach Germany GmbHREACH CONSUMERS WHERE THEY LOOK CONNECTED TV has become an integral part of television habits and has established itself as a supplement to traditional TV. SMART TVs have evolved into a full-fledged technology platform for digital advertising. SMART TV ADS & CONNECTED TV SPOTS Reach audiences before apps are opened or TV programs are selected that are difficult or impossible to reach through traditional channels. Goldbach Germany GmbH 27
THE ADVANCED TV TEAM
Mario Neumann Philipp Sonder Isabel Kögel
Unit Director Sales Manager Junior Account & Publisher
Advanced TV Advanced TV Manager
T: +49 89 614240 414 T: +49 89 614240 409 T: +49 171 910 25 74
mario.neumann@goldbach.com philipp.sonder@goldbach.com isabel.koegel@goldbach.com
Martin Foraita Larissa Huber
Manager Operations Support
Advanced TV Advanced TV
T: +49 89 614240 450
martin.foraita@goldbach.com larissa.huber@goldbach.com
Goldbach Germany GmbH 28You can also read
