TP Vision, who is responsible for the Philips TV brand in Europe, has confirmed that it will start showing video ads on Philips Smart TVs in Europe. The ads will be targeted based on your viewing patterns. 

Ads on Philips Smart TVs
Samsung recently launched an initiative to show ads in the user interface of your TV. Philips in Europe intends to do the same on Smart TVs that you have paid full price for.

TP Vision, who holds the rights to the Philips TV brand in Europe (but not the US), will partner with the company Improve Digital to deliver targeted video ads on a ”programmatic” basis. In ad speak this means that a computer system automatically targets ads based on your viewing behavior or patterns.

Because Improve Digital also serves ads on PC and mobile, information can most likely be cross-referenced to serve more targeted ads on all platforms, and “without interference of adblockers” on the TV screen. So be watchful when you are searching for the wife’s next birthday present.

- “We are thrilled to be working together with TP Vision Philips and connect their premium inventory with our technology, data and worldwide video demand. Adding TV screens as a device to our full-stack offering is part of our broader video strategy, equipping us for the changing TV ecosystem. Together we create a frictionless advertising experience for viewers and the kind of niche targeting potential that advertisers and marketers crave,’’ said Kyra Steegs, Senior Video Director at Improve Digital,


It is not clear exactly how these ads will be presented on Philips’s Smart TV, and whether it applies to all current model series or only future models. Philips is currently using Google’s Android TV operating system and is already including a single ad in the EPG (Electronic Program Guide) as seen in the photo above.

A Smart TV can give you access to a world of streaming content and apps but it is becoming increasingly clear that Smart TVs will also be used to serve targeted ads.

- Source: TP Vision / Digital Improve