TV Segments: Upgrade your TV campaign

TV advertising works. It works even better when extended digitally. Our TV Segments are based on real TV viewing behavior* and allow you to optimize your TV campaigns with precision: for incremental reach, more accurate audience targeting, and data-driven regional optimization.

TV alone is no longer enough

Traditional TV campaigns no longer reach all relevant target groups. More and more people are using streaming services, watching less linear TV, or simply aren't being reached effectively in certain regions. The result: limited reach.

This is exactly where TV Segments come in. They bridge the gap between traditional TV reach and digital targeting — based on the actual viewing behavior of TV households.

Three use cases, one goal: Maximum impact

TV Reach+

Old News: Not every household is reached by your TV spot. Our approach: TV Reach+ identifies these gaps and extends your campaign digitally — addressing unreached households, already exposed viewers, or your competitors' target groups.

1. Incremental reach: Specifically reach households that did not see your TV spot.

2. Retargeting: Amplify advertising impact by digitally retargeting households that have already seen your spot.

3. Competitor targeting: Specifically target households that have seen your competitors' advertisements.

TV Geo Optimization

Not every region is covered equally by a TV spot. TV Geo Optimization activates 5-digit ZIP code areas where your TV reach fell below average. Use these segments to extend your campaign via display, Connected TV (CTV), and Digital Out-of-Home (DOOH).

1. Balance regional under-coverage: Identify areas with low TV penetration.

2. Cross-channel activation: Use display, CTV, and DOOH to place your message comprehensively.

3. Data-driven management: Optimization is based on real reach data — not estimates

TV Audiences

Who watches what, and how can that be leveraged for advertising? TV Audiences enables you to target users based on real TV usage patterns:

1. TV-light viewers: Reach households that watch little linear TV and are hard to reach via traditional TV advertising.

2. Heavy streamers: Specifically target high-frequency streaming households in a digital environment.

3. Genre fans: Address target groups according to their interests — whether it’s sports, news, cooking, or entertainment.

Availability and Platforms

Our TV Segments can be activated on all major platforms. This allows the segments to be easily integrated into existing campaign planning.

First-Party Data for Enhanced Performance

Our TV Segments are based on unique first-party data from the MagentaTV universe — privacy-compliant and based on real usage. This makes our TV Segments meaningful and reliable.

*Based on MagentaTV data