Are you already surfing the bumper ads trend with the new product of SpotX (SPOT6)? All Dutch and now Belgian broadcasters in the Benelux are and they have made their premium bumper ads available in Europe’s first one-stop shop: SPOT6! Read on for the latest updates on SPOT6.
Launch of SPOT6 in Belgium
Not so long ago, in Q4 2018, we launched SPOT6 in the Netherlands. Guess what? Last Thursday, we also got to celebrate the launch of this amazing new collaborative initiated by SpotX together with the Belgian video market!
Thanks to SBS Belgium who provided the venue, local programmatic buyers joined the conversation with all Belgian broadcasters. Everyone recognizes the increasing trend of communicating with short form video ads. Both consumers and brands move into this direction.
However, buying premium inventory isn’t always that easy since the local landscape is pretty scattered. With brands having a reach (& frequency) target, it can be a challenge to reach their target audiences. It was about time the local market players came together with an answer. And in my opinion, SPOT6 is the best solution to this challenge.
SPOT6: simple and effective
SPOT6 is the product name of the bumper ad platform that uses the technology of SpotX. Broadcasters offer their premium 6 second ads inventory via this platform to buyers through just one channel. It’s that simple and effective.
Buyers
Buyers have access to the (national) run of network inventory, cross-publisher and cross-device, via just one deal ID. It has never been so easy to buy (and sell) premium 6 seconds bumper ads (inventory) and enhancing a better campaign performance for advertisers.
The buyer/agency/trading desk can use any DSP of choice, using their own targeting settings, data and artificial intelligence. This way SPOT6 is an addition to the video marketing mix of advertisers, adding this premium local pillar to their (total) video strategy. This will benefit their overall campaign performance.
What are the rules of the game?
The campaigns must be programmatic, ron of network and for 6 seconds only. One floor price will apply and clearing will happen programmatically depending on the auction pressure. The suppliers will commit to high quality inventory and pre & midroll positions. All results are 100% transparent for all participants: buyers can exactly see what they buy and suppliers have insights into the bids on their inventory.
Unique in Belgium
Originally national broadcasters in any region position themselves as competitors from one another. Reaching out to each other to agree on any collaboration at all, is a big leap to take. In this case all Belgium participants aligned on the vision of this concrete product and decided to move forward in a short amount of time. I find that admirable. So while the solution is very simple, this group of media owners (ALL Belgium broadcasters) partnering up wasn’t that simple behind the screen. However, we made it all work and this achievement is what makes it so special! Even the BVAM-ABMA (Belgium association of Audio Visual Media) board acknowledges this:
Secretary General of the Belgian Association of Audiovisual Media, Wout Dockx, says: “The SPOT6 initiative from SpotX with all Belgian broadcasters as participants, is a huge step forward in a fragmented landscape within the Belgian video market. By launching SPOT6, SpotX and the Belgian broadcasters not only strengthening and harmonizing the local video offer, but they also contribute to a future of relevant and customized messages for Belgian consumers. It would not surprise me if the rest of Europe will follow soon.”
Final note
Here at SpotX Benelux we feel honored to be the facilitator of this initiative. And who knows what other innovative steps are ahead of us when we all collaborate together to make a total video strategy successful for both the supplier and the buyer.
Upcoming events
Total Video, Total Collaboration is also exactly our theme at our upcoming State of the Industry event in Amsterdam (21 May) and in Belgium (June 6th). If you want to know more about these events, just shoot me an email and we’ll be in touch.
More info
Do you want to know more about SPOT6? Reach out to our Demand Facilitation specialists at +322 588 8001 or email to benelux-demand@spotx.tv. You can also visit the website www.spotx.tv/be/spot6 for more info or read our press article in Dutch or French.
This article was written by Ruben Sondaar, Head of Supply Operations, Business Development & Platform Services at SpotX Benelux.