ibc0109v3_ibc 01/09/2015 11:12 Page 1
EUROMEDIA
SPECIAL
Tele Columbus goes quad-play
ermany's third largest cable
network operator Tele Columbus
has become a quad-play operator
with the launch of a mobile phone service
on September 1.
Its Tele
Columbus Mobile
Flat package at
€19.99 offers free
calls within all
German networks both landline and mobile - plus high-speed LTE
Internet surfing at up to 50 Mbit/s:
Tele Columbus customers can book the
G
mobile services in
combination with the
popular '2er Kombi' and '3er
Kombi' double- and tripleplay packages.
“As one of the
leading German
network
operators, it is of
course our target
to provide our
customers with a highperformance and attractive
flat rate also as mobile service,”
“A single-source
service for
communications
and entertainment.”
Marketers
increasing spend
on Connected TV
Spend on Connected TV is set
to increase, as almost half of
current connected advertisers
plan to allocate more funds
to the medium in the coming
year, according to the
ANA/BrightLine 2015 survey
report, The Connected TV
Opportunity.
Key findings from the
study include:
l There is growing demand for
connected TV education.
l Only 43% of marketers
surveyed claim to be “very”
familiar with connected
TV/OTT, while just one in five
(22%) responded that their
company has engaged in
connected TV advertising over
the past year. “Lack of
familiarity” was cited as the top
barrier to entry among those
respondents who are not
currently engaged in connected
TV advertising. Of this group,
commented Ronny Verhelst, CEO of the
Tele Columbus Group. “With our new
mobile option we are now offering a
carefree all-inclusive package - a singlesource service for communications and
entertainment.”
For the new mobile offering, Tele
Columbus is working with Drillisch, one
of the largest network-independent
German telecommunications providers.
The offering is based on the Telefónica
O2 networks and therefore takes
advantage of both the O2 as well as the
E-Plus infrastructure.
13% intend to engage in
connected TV over the next
year, while 59% are unsure.
l Spend is growing and likely
to be reallocated from other TV
and digital activity.
l Budgets for connected TV are
currently modest. A little under
half of respondents (46%)
allocate 1% or less of their total
TV advertising budget to
connected TV. However, nearly
half of current connected TV
advertisers (48%) plan to
allocate more budget to
connected TV in the next year.
The dollars are likely to come
from other TV activity (71%)
and digital media (37%).
l Audience targeting is the top
benefit of connected TV.
l Fifty per cent of respondents
cite audience targeting as the
top benefit of connected TV.
With connected TV, television
buyers can target audiences on
the same level as their digital
counterparts.
l Measurement and audience
penetration are key issues.
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