In the summer of 2017, Xite was the first to make it possible to purchase online advertising campaigns for television. After a successful pilot of more than six months, IPG Mediabrands’ customers are now the first to benefit from this revolutionary way of buying programmatic TV.
Xite is the first music station in the world to provide personalised music services on linear television via the set-top box. In recent months, SpotX and Xite have worked together to expand this service with programmatic advertising solutions by optimising the data of household viewing behaviour and the advertising process. As a result, advertising campaigns can now be purchased cross-medially, on both TV via the set-top box and the online channels, by means of programmatic and targeted advertising.
Xite founder and CEO Derk Nijssen (pictured): “What started out as a modest step in programmatic TV purchasing now seems to be the revolution for purchasing advertising on the big screen. It’s great that together with SpotX we can now make it possible to buy based on users and views. Together we develop an integrated approach based on an audience-first idea that ensures effective and efficient advertising campaigns.
“With this first in programmatic TV purchasing, IPG Mediabrands is once again the first to offer its customers an innovative platform within the digital landscape, added Thomas Welle, Head of Video IPG Mediabrands.
“With the advanced targeting options this technology offers, we create for our customers an effective scaling-up within a target group that is difficult to reach. By embracing initiatives like this, we strengthen the unique character of local parties and, of course, their growth.”
Elwin Gastelaars, managing director at SpotX Benelux and Nordics: “Just like Xite, we strive for a personalized future in which the viewer is central. The fact that in a relatively short period of six months we were able to expand the targeting possibilities on the set-top box from only the different music channels and specific periods to full programmatics shows that programmatics advertising is also the future for TV. A future in which consumers and their personal preferences are at the centre.