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State of the Screens

World first, as RTL and partners perform IP-into-broadcast real-time ad replacement

By March 14, 2018No Comments

Big news from the other side of the pond! RTL Deutschland announced the first addressable ad through a broadcast signal.

How is this possible? The content (TV show, etc.) is delivered via a broadcast signal and the ads are delivered dynamically through the internet. This is currently possible only with TV sets that are connected to the internet.

Why is this a big deal? Combining internet-like delivery/efficiency of advertising with the mass reach of broadcast television would be appealing to advertisers and allow broadcasters to charge higher rates.

Previously on SOTS. ATSC 3.0: What you need to know about the future of broadcast television

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.