How Addressable TV and the SwitchIn format open access to the largest screen in the household for local businesses.
- Addressable TV enables personalized television advertising even on a small budget, without a classic spot.
- The SwitchIn ad format appears natively as an L-banner in the running program at the moment of switching, thereby achieving 100% attention.
- Precise targeting down to postcode level makes Addressable TV the ideal tool for regionally active small and medium-sized businesses.
For a long time the television was out of reach for small and medium-sized businesses
Flyers, direct mail drops, a Google ad here, a Facebook post there. That is the everyday reality of many small and medium-sized businesses. TV advertising, on the other hand? For decades that was the domain of large brands. Classic TV spots quickly cost five-figure sums per airing, and they target everyone, whether relevant or not.
Addressable TV, also called addressable television advertising, changes this fundamentally. It combines the reach of linear television with the precision of digital advertising. Because millions of Smart TVs are now connected to the internet, advertising messages can be delivered to specific households in a targeted way, by region, postcode, age or interest. The result: two neighbors watch the same channel and yet see different advertising. One for the car dealership in town, the other for the big brand you know from TV. This is how Addressable TV advertising takes place in the environment of well-known brands and channels.
TV banner advertising at the right moment
The SwitchIn by onescreen is a TV display advertising format, meaning a form of TV banner advertising, and one of the most effective TV ad formats. The principle is simple: as soon as a viewer switches over and stays on the new channel for at least three seconds, the advertising appears as an L-banner and takes up 40% of the Smart TV screen. The program keeps running. There is no interruption.
This switching moment is worth gold from a marketing perspective: the viewer is active, the gaze is directed at the screen, and exactly then your message appears. Eye-tracking studies by Seven.One Media prove that the banner advertising is intensively perceived. The ad is not experienced as disruptive because it frames the program instead of interrupting it. The attention is fully on your message, no swiping like on social media, no wastepaper basket for your direct mail.
And one more thing distinguishes SwitchIn from other advertising formats: only advertising that has been seen is billed, because anyone who switches again during the ad is not charged. You pay only for insertions that were actually seen.
Conclusion: visibility for your business in your customers' living room
Whether a car dealership, a regional retail chain or a B2B company looking for staff: SwitchIn makes Addressable TV as bookable as a digital campaign. Define region and audience, submit a banner, done. Delivery runs automatically in the premium environments of the ProSiebenSat.1 and RTL groups. No spot, no shoot, no six-figure budget. Just precise impact, on the largest screen in the household.
Here is the complete guide for the SwitchIn: Download