RE: Seven.One Entertainment Group11 Feb 2025 13:10
This just out from Head of Ad ops LOTM
"Germanys Next Top Model is the SuperBowl equivalent in Germany"
"How GNTM revolutionized Product Placement"
"seeing the advertised products on DOOH surfaces"
In any case, this type of advertising has become more important for all providers in recent years - especially in times when traditional TV advertising is weakening. "In the area of special advertising formats, we have almost doubled in recent years. This is a major growth area," says AdFactory boss Tom Schwarz to DWDL.de. This year, customers are not only being offered new opportunities through the additional episodes in the first weeks of the season (broadcast on Tuesdays and Thursdays), with "Germany's Next Top Model Stories" there is also a format in which they want to exploit further stories about the models, primarily on Joyn.
At the same time, Schwarz is tempering any overly high expectations that growth could be infinite: "We don't want to grow at the expense of the story, the advertising must not overwhelm the viewers," he says. And yet product placements will remain an important source of income, especially for "GNTM." Talks are already being held with customers for the following year during the current season, says Schwarz. The hot acquisition phase takes place between the end of July and September - many months before the episodes actually start on television. After all, an advertising revolution also needs to be well planned.
Looks like their Upfronts are July to September LOTM
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