Italiaonline signs strategic agreement for advertising management on TitanOS smart TVs in Italy

Italiaonline, one of Italy's leading digital operators, announces a strategic advertising concession agreement for the Italian market with Titan OS, the independent operating system that powers Smart TVs from some of the industry's leading international brands, including Philips, AOC and JVC, and also integrates Titan Channels on selected Sony Android devices.

The agreement entrusts IOL Advertising, Italiaonline's advertising agency, with the management and strategic sale of advertising space available within the Titan OS ecosystem, opening up a new advertising channel for national advertisers and media centres in the Italian Connected TV (CTV) landscape.

The agreement with Titan OS comes at a time when the Italian CTV market is traditionally dominated by national broadcasters and large international OTT platforms. IOL Advertising's offering introduces a third way: a premium, brand-safe environment with high-impact native formats and advanced targeting capabilities based on real TV consumption data.

The Titan OS ecosystem has reached over 15 million Smart TVs in Europe*. Through this agreement, IOL Advertising will offer the market two distinctive advertising formats:

● Homepage Video Premium Spot: full-screen video with autoplay and active audio, which appears when the user's attention is at its peak, i.e. when the television is turned on, without advertising clutter.

● In-Stream Video Spot: 100% non-skippable format with active audio, delivered within free streaming content (FAST), for maximum audience engagement.

Both formats use an advanced targeting system based on proprietary OEM operating system data, which allows for socio-demographic, behavioural, contextual and intent-based planning, with incremental reach measurement and frequency capping.

One of the most significant elements of the offering is its ability to reach audiences that are difficult to reach through traditional television channels. First-party data derived directly from the operating system covers linear TV, BVOD, AVOD and SVOD in a unified view of television consumption.

This solution complements the offering already available on Nexo thematic channels - present on all major Smart TVs - and the portfolio of premium digital videos on Italiaonline properties, allowing advertisers to build comprehensive and integrated video advertising strategies, with continuity between television screens and the digital environment.

"The arrival of Titan OS will allow us to strengthen IOL's positioning in the Connected TV segment. By combining delivery with high-impact data and positioning, Titan OS is the most natural solution for giving continuity to our positioning in the digital video strategy market. Customers will be able to enjoy video placement at a time of maximum attention, when the TV is turned on, without advertising crowding and with maximum profiling based on TV content consumption," says Lucio Napolitano, Large Account Sales House Director, Italiaonline.

*Source: Titan OS data

NB This is a translation of the Italian press release