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ANGA COM: interest in addressable advertising on the up among streamers

Addressable advertising is likely to become a key element in local German players’ streaming strategies as they seek to build a sustainable business model and take on international competitors, attendees at ANGA COM heard this morning.

Speaking on a panel session at the show, Nicoel Agudo Berbel, Managing Director and Chief Distribution Officer of ProSiebenSat.1’s Seven.One Entertainment Group, operator said that some content is now exclusively on the group’s Joyn streaming joint venture with Discovery to attract younger audiences but added that the broadcaster uses previews on the service to boost interest in linear programming.

She said Joyn was focused primarily on free content. ProSiebenSat.1 has partnered with Telekom Deutschland in order to offer content to advertising customers and provide addressability.

“This important thing is we market our own portfolio ourselves,” she said.

Speaking on the same panel, Michael Bracher, SVP, production and editorial, DACH at DAZN, quizzed on the sports  streamer’s recent upping of its prices, said that it had no choice but to increase prices because of the costs associated with its content offering, including Champions League football.

“What we have to do is think about different monetisation models. We have to think about the best strategy. Advertising is nothing new for us and we have been doing it for a while, first with ProSieben and then by ourselves,” he said.

He said that DAZN aimed to have six to seven minutes of commercials during the half-time break in football matches, and added that viewers were used to advertising in sports.

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