In this first egtabite after the summer break, we visit Slovenia, where broadcaster Pro Plus introduced a new offering to its portfolio, incorporating product placement and sponsorship tailored for an environment where strict rules apply to the format.
As elsewhere, the media landscape and viewing habits are rapidly changing in Slovenia. While linear TV ratings have declined, overall TV usage has increased with the growing popularity of VOD services, including BVOD, and TV content consumption across devices. The shift has brought particular challenges to the linear ad market, as the telco-operated set-top boxes allow viewers to skip ads during time-shifted viewing.
Successfully linking content with ad blocks
As local content has grown more popular, demand from advertisers for product placement has increased. Advertisers are interested in direct exposure and connecting with the audience. And due to strict local laws on product placement, Pro Plus has had to innovate and test different formats to introduce product placement in a combination with sponsorship and advertising blocks.
For the largest Slovenian retailer, Mercador, Pro Plus created a solution to promote the retailer’s shopping app and online shopping. The advertiser wanted to increase awareness of the app and boost downloads by offering discounts on certain products.
The campaign, which started in in 2021, brought forth a new partnership format, linking content with product placement directly to an ad block. As TV stations are not allowed to promote specific deals or discounts inside the content, this part of the campaign was done during the advertisement that followed the in-show product placement. The show’s hosts are thus part of both the show and the following ad – located in the same branded environment. With this, the ad is linked to the show’s content and vice versa.
New solutions are needed
In the rapidly evolving world of advertising, advertisers, agencies and sales houses are constantly looking to improve and evolve different ad formats. Change in media habits call for an innovative mindset, in order to fulfil clients’ requests of reaching their customers’ attention.
Pro Plus’ client was very pleased with the outcome of the new format and the broadcaster has expanded it to other campaigns.
“It is a format that we produce ourselves, in this way we take extra care of the client’s wishes and needs, so we can offer it in addition to classical advertising. In doing so, we strengthen the link between the advertiser and us, while building a greater connection between the advertiser’s brand and the consumer,”
said Jana Štokovič, TV Sales Manager at Pro Plus.
OTHER CASE STUDIES
RAI PUBBLICITÀ, SHISEIDO, AND DOUGLAS USE TV, BRANDED STORIES, AND SKINCARE SCHOOLS TO EDUCATE CONSUMERS
2. 12. 2024Context This initiative aims to debunk false myths about beauty and skincare that often spread on social media and disorient consumers. The two brands offered tangible action to help consumers make an informed beauty choice. Shiseido, the Japanese giant brand renowned for its historic skincare and cosmetic know-how and innovation, has partnered with Douglas, a… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
SHIFTING MEDIA CONSUMPTION, MEASUREMENT STANDARDS, MULTIPLATFORM GROWTH AND THE RELATIONSHIP WITH GLOBAL STREAMERS
20. 9. 2024Laurent Bliaut, Deputy General Director at TF1 Publicité, recently began his tenure as the President of egta, succeeding Walter Zinggl, CEO of IP Austria, to whom we extend our gratitude for his dedicated service. In an interview with our TV Research Manager, Halli Oddsson, Laurent generously shared his thoughts and vision for the near future, discussing the challenges and opportunities… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION
12. 9. 2024As consumers grow more aware of the environmental and social consequences of their purchases, businesses are increasingly compelled to respond to these evolving values. Companies recognise that aligning with their audience’s concerns is not just a trend but a crucial strategy for long-term success. To meet the growing demand for sustainable options, IP Österreich, the… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
12. 9. 2024While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media. ITV… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
