The new TV advertising paradigm,
An innovative format that combines for the first time the best qualities of digital targeting with the television´s breadth and universality.
Promocional Video
Playce
a smart way to engage audiences.
Ensure that your spot is shown at an exclusive break, just before your audience’s favourite TV show starts.
+ efficient
Well Segmented advertising, pointed to the relevant target and context and therefore more effective delivering your communication goals.
+ reach
It allows for the first time to reach consumers who watch television through recordings, those customers represent the majority of the universe of pay TV users in Portugal.
+ impact
Your advertising spot is shown on a big screen, at an exclusive break, with a single ad that cannot be skipped, even before your audience’s favourite TV show starts.
+ efficient
Well Segmented advertising, pointed to the relevant target and context and therefore more effective delivering your communication goals.
+ reach
It allows for the first time to reach consumers who watch television through recordings, those customers represent the majority of the universe of pay TV users in Portugal.
+ impact
Your advertising spot is shown on a big screen, at an exclusive break, with a single ad that cannot be skipped, even before your audience’s favourite TV show starts.
What it is
achieve your goals with playce.
Explore and combine the available targeting features and have control over Who, Where, How and When you see your advertisement.
Target your campaigns to the right audience. At playce you have groups of consumers split by interests and sociodemographic profiles calculated with deterministic segmentation and clustering algorithms. E.g. Promote a new line of beauty products or a product for families with children, thanks to the different available segments.
Target your campaigns to the right audience. At playce you have groups of consumers split by interests and sociodemographic profiles calculated with deterministic segmentation and clustering algorithms. E.g. Promote a new line of beauty products or a product for families with children, thanks to the different available segments.
Show your campaigns only in the most strategic geographic areas for your business. Multiple types of location are available, and you can choose from a large region of the country to a specific parish. If you want to report the opening of a store in Faro, now you can also do it efficiently on TV.
Show your campaigns only in the most strategic geographic areas for your business. Multiple types of location are available, and you can choose from a large region of the country to a specific parish. If you want to report the opening of a store in Faro, now you can also do it efficiently on TV.
Show your ads always associated with the TV shows that most identify with your brand’s values or that guarantee the right context for the product you advertise. At playce, all programs are grouped into categories (ex: cooking; sports; information) that will allow you to make the most appropriate selection.
Show your ads always associated with the TV shows that most identify with your brand’s values or that guarantee the right context for the product you advertise. At playce, all programs are grouped into categories (ex: cooking; sports; information) that will allow you to make the most appropriate selection.
Playce offers different options to configure the moments to present your campaign, you can select the day periods that are most relevant to your communication objectives.
Playce offers different options to configure the moments to present your campaign, you can select the day periods that are most relevant to your communication objectives.
How it works
pre-roll: a new advertising format.
Playce pre-roll is a video up to 30 seconds, presented before viewing a recording selected by the consumer in the Set-top-box of his pay-tv service. In playce it is not possible to skip the ads, ensuring that they are seen to the end.
Pre-roll
automatic recording
The consumer navigates to the TV guide menu and selects a program made available in the last 7 days.
manual recording
The consumer navigates to the personal recordings menu and views the stored content
POWERED BY ACCENTURE AND AVAILABLE ON THE FOLLOWING OPERATORS:
Testimonials
what says our customers
How we help brands grow and achieve goals.
Eduardo Alves da Silva
“We Help Ukraine” Representative
With Playce it was possible to be present on TV in an efficient way to spread this very important message, which was reflected in the number of people who know about the platform and provide support or seek to meet needs
read more
Eduardo Alves da Silva
Representante da iniciativa “We Help Ukraine”.
Com o Playce foi possível estar presente em TV de forma eficiente na divulgação desta mensagem tão importante, o que se refletiu no número de pessoas que conhecem a plataforma e nela disponibilizam apoios ou procuram colmatar necessidades.
read more
Lara Cunha
Associação Portuguesa Contra a Leucemia
Resta-nos constar que a mensagem da campanha passou e o resultado final foi atingido. Obrigado ao Playce.
read more
Cátia Magalhães
RESPONSIBLE FOR DIGITAL COMMUNICATION, MERCEDES-BENZ
This new communication format corresponds to a new advertising approach, which allows us to reach new, more segmented audiences and, at the same time, differentiate our communication.
read more
Bruno Galante
TOYOTA HEAD OF MARKETING AND ADVERTISING
The playce format surpassed my expectations in particular by two points: first to be natural and unobtrusive to the public, ensuring greater effectiveness of the message, while presenting itself with very interesting segmentation options that revitalize the importance of TV in brand communication plans.
read more
Miguel Nunes de Almeida
Head of Media
The recurring Continente brand awareness leadership comes from trying to always be close to our customer and this product allows us to combine the best of both worlds. The scale of television, with a segmented strategy at the level of local communication.
read more
Carmen Brizida
Client Service Director
Today, changes in consumer behavior are noticeable, in the way they buy goods and services or in the way they consume content. Playce has the merit of being the first format on TV that follows the natural migration of audiences from linear to on demand formats.
read more
Lara Cunha
Associação Portuguesa Contra a Leucemia
Resta-nos constar que a mensagem da campanha passou e o resultado final foi atingido. Obrigado ao Playce.
read more
Cátia Magalhães
Responsável pela comunicação digital, Mercedes-Benz
Este novo formato de comunicação corresponde a uma nova abordagem publicitária, que nos permite chegar a novas audiências, mais segmentadas e ao mesmo tempo, diferenciar a nossa comunicação.
read more
Carmen Brizida
Client Service Director
São hoje flagrantes as alterações de comportamento dos consumidores, seja na forma como compram bens e serviços, seja na maneira como consomem hoje conteúdos. O Playce tem o mérito de ser o primeiro formato em TV que acompanha a natural migração de audiências de formatos lineares para on demand.
read more
Miguel Nunes de Almeida
Head of Media
A recorrente liderança na notoriedade da comunicação da marca Continente advém de procurarmos estar sempre próximos do nosso cliente e este produto permite aliar o melhor de dois mundos. A escala nacional da televisão, com uma estratégia segmentada ao nível da comunicação local.
read more
Bruno Galante
Responsável de Marketing e Publicidade Toyota
O formato playce superou a minha expectativa em especial por dois pontos: primeiro a demonstrar-se natural e pouco intrusivo para o público, garantindo maior eficácia da mensagem, ao mesmo tempo que se apresenta com opções de segmentação bastante interessantes que revitalizam a importância da TV nos planos de comunicação das marcas.
read more
Bruno Galante
Responsável de Marketing e Publicidade Toyota
The playce format surpassed my expectations in particular by two points: first to be natural and unobtrusive to the public, ensuring greater effectiveness of the message, while presenting itself with very interesting segmentation options that revitalize the importance of TV in brand communication plans.
read more
Miguel Nunes de Almeida
Head of Media
The recurring Continente brand awareness leadership comes from trying to always be close to our customer and this product allows us to combine the best of both worlds. The scale of television, with a segmented strategy at the level of local communication.
read more
Eduardo Alves da Silva
“We Help Ukraine” Representative
With Playce it was possible to be present on TV in an efficient way to spread this very important message, which was reflected in the number of people who know about the platform and provide support or seek to meet needs
read more
Eduardo Alves da Silva
Representante da iniciativa “We Help Ukraine”.
Com o Playce foi possível estar presente em TV de forma eficiente na divulgação desta mensagem tão importante, o que se refletiu no número de pessoas que conhecem a plataforma e nela disponibilizam apoios ou procuram colmatar necessidades.
read more
Lara Cunha
Associação Portuguesa Contra a Leucemia
Resta-nos constar que a mensagem da campanha passou e o resultado final foi atingido. Obrigado ao Playce.
read more
Cátia Magalhães
RESPONSIBLE FOR DIGITAL COMMUNICATION, MERCEDES-BENZ
This new communication format corresponds to a new advertising approach, which allows us to reach new, more segmented audiences and, at the same time, differentiate our communication.
read more
Bruno Galante
TOYOTA HEAD OF MARKETING AND ADVERTISING
The playce format surpassed my expectations in particular by two points: first to be natural and unobtrusive to the public, ensuring greater effectiveness of the message, while presenting itself with very interesting segmentation options that revitalize the importance of TV in brand communication plans.
read more
Miguel Nunes de Almeida
Head of Media
The recurring Continente brand awareness leadership comes from trying to always be close to our customer and this product allows us to combine the best of both worlds. The scale of television, with a segmented strategy at the level of local communication.
read more
Carmen Brizida
Client Service Director
Today, changes in consumer behavior are noticeable, in the way they buy goods and services or in the way they consume content. Playce has the merit of being the first format on TV that follows the natural migration of audiences from linear to on demand formats.
read more
Lara Cunha
Associação Portuguesa Contra a Leucemia
Resta-nos constar que a mensagem da campanha passou e o resultado final foi atingido. Obrigado ao Playce.
read more
Cátia Magalhães
Responsável pela comunicação digital, Mercedes-Benz
Este novo formato de comunicação corresponde a uma nova abordagem publicitária, que nos permite chegar a novas audiências, mais segmentadas e ao mesmo tempo, diferenciar a nossa comunicação.
read more
Carmen Brizida
Client Service Director
São hoje flagrantes as alterações de comportamento dos consumidores, seja na forma como compram bens e serviços, seja na maneira como consomem hoje conteúdos. O Playce tem o mérito de ser o primeiro formato em TV que acompanha a natural migração de audiências de formatos lineares para on demand.
read more
Miguel Nunes de Almeida
Head of Media
A recorrente liderança na notoriedade da comunicação da marca Continente advém de procurarmos estar sempre próximos do nosso cliente e este produto permite aliar o melhor de dois mundos. A escala nacional da televisão, com uma estratégia segmentada ao nível da comunicação local.
read more
Bruno Galante
Responsável de Marketing e Publicidade Toyota
O formato playce superou a minha expectativa em especial por dois pontos: primeiro a demonstrar-se natural e pouco intrusivo para o público, garantindo maior eficácia da mensagem, ao mesmo tempo que se apresenta com opções de segmentação bastante interessantes que revitalizam a importância da TV nos planos de comunicação das marcas.
read more
Bruno Galante
Responsável de Marketing e Publicidade Toyota
The playce format surpassed my expectations in particular by two points: first to be natural and unobtrusive to the public, ensuring greater effectiveness of the message, while presenting itself with very interesting segmentation options that revitalize the importance of TV in brand communication plans.
read more
Miguel Nunes de Almeida
Head of Media
The recurring Continente brand awareness leadership comes from trying to always be close to our customer and this product allows us to combine the best of both worlds. The scale of television, with a segmented strategy at the level of local communication.
read more
About
Mais clientes Playce:
Faqs
frequent questions
Find out more about this new advertising format below:
I'm a TV advertising newbie, how can I join?
Playce has a team that can help to produce your advertising video, also offering tailor-made solutions for smaller budgets.
How many channels are part of this movement?
There are already more than 70 television channels that have join to this platform, namely the channels of the groups, AMC, A&E, Cinemundo, Discovery, Dreamia, FCP Media, Fuel, FPF, Globo, NOS Lusomundo TV, Produções Fictícias, Record; Sony; Sport TV and Vicra.
Currently Playce already has about 20 million recordings per month available for insertion of advertising.
What is the coverage of this new advertising platform?
More than 70% of households with pay-TV use recordings, meaning that this new platform covers more than 2.6 million households, approximately 6.4 million individuals.
What are the advantages of this product?
For advertisers and media agencies, this product combines the advantages of large television exposure (big screen and ensuring a content curation) and the advantages of digital media (the ability to address campaigns to targeted audiences.)
It allows for the first time to reach consumers who watch television through the recordings and guarantees a high impact of the campaign with the target audience, since the advertising video is shown immediately after the consumer selects the content he wants to watch, in an exclusive interval and with the guarantee that will be seen until the end.
How is this product defined?
Playce is a new TV advertising format that allows you to advertise on television using advanced segmentation variables available in digital formats.
Advertisers will be able to select a set of segmentation variables available in the Playce commercial catalog (type of audience, location, type of content and time) thus allowing, for the first time on television, to target campaigns to their target audience and to the most strategic geographic areas for your business and show your ads associated with the TV shows that most identify with your brand values or only in the most relevant periods of the day for your goals.
The ads will be presented in full screen format, before viewing a recording selected by the consumer and will have a maximum duration of 30 seconds and it will not be possible for the user to skip the advertisements.
I have a local business only relevant for a specific area, does it make sense to join Playce?
At Playce you can select different geographic levels: regions of Portugal, districts, municipalities and even parishes, being able to choose the advertiser which level and which options are best suited to your business. In this way you will be able to make the most efficient use of the investment made.
What are the main segmentation features of playce?
With playce, it is now possible to address specific television audiences:
- Through different types of available audiences, such as “Sporties” (Households with sport interests) ”.
- Through the selection of the most strategic geographic areas, being able to choose between regions, districts, municipalities and even parishes.
- Possibility to associate your ad with the category of TV programs that most closely identifies with your brand (such as “News”).
- Or even choosing the day part when you want to show your video ad.
Is it possible to define how often a campaign is presented to each user?
Yes, Playce gives the possibility to select the desired viewing frequency per user and the ability to assign a specific ad depending on the audience segment.
How can I run an advertising campaign?
Through our website you can submit a contact request through the option “Join” presented in the upper right corner of this website, then our commercial teams Sapo or NOSPUB will contact you as soon as possible.
How many hours of recordings are consumed in Portugal?
It is estimated that, each day, each Portuguese spends about an hour watching recorded television content.
How many video ads are shown before a recording?
This is an exclusive break before the recordings, it means that before the customer starts viewing the selected content, he will previously see a single advertisement.
I intend to invest in playce and get more information
When submitting this request, you will be contacted by a playce manager in order to clarify questions and start preparing your first personalized advertising campaign.
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