Are You TVable? How Taico Opens Premium CTV Advertising to All Budgets
Television reimagined: Munich-based martech company taico is democratizing Connected TV advertising with its "Are You TVable?" initiative, making premium streaming accessible to brands of all sizes.
By combining AI-powered campaign management with real-time measurement, taico is removing the barriers that have kept smaller advertisers out of Germany's fastest-growing advertising channel.
The CTV Challenge: Premium Results, Premium Barriers
Connected TV has emerged as one of the fastest-growing segments in digital marketing. In Germany, 78% of households use streaming services regularly, with an average daily viewing time of 3.8 hours. The potential is undeniable—CTV combines the emotional impact of television's biggest screen with the precision targeting and measurement of digital advertising.
Yet for many advertisers, particularly small and mid-sized companies, CTV has remained frustratingly out of reach. The complexity of the fragmented ecosystem, technical integration requirements, and substantial minimum budgets have created barriers that contradict the channel's promise of precision and efficiency.
"The CTV market is complex and not easily accessible to everyone," explains Alexander Ermisch, Co-Founder and Managing Director of taico. This complexity has confined premium streaming advertising to larger brands with dedicated media teams and six-figure budgets.
Taico's Solution: Managed Service Meets AI Intelligence
With "Are You TVable?", taico is fundamentally changing the access equation. At the center of the offering is a comprehensive managed-service model that eliminates technological hurdles entirely. Advertisers and agencies can launch streaming campaigns without building technical infrastructure or navigating multiple platform relationships.
The real innovation lies in how campaigns are managed. Taico's proprietary AI handles planning, optimization, and analysis end-to-end:
AI-Powered Campaign Intelligence
✓ Creates ROI-optimized media plans automatically
✓ Monitors individual channel performance in real-time
✓ Tracks comprehensive KPIs including reach metrics, target audience delivery, and technical parameters like screen size
✓ Adjusts campaigns dynamically based on performance data
This isn't just automation—it's intelligent orchestration that continuously optimizes toward business outcomes.
MediaReport: Transparency That Changes Everything
One of CTV's historical challenges has been measurement opacity. Traditional TV advertisers waited weeks for broadcast reports. Early CTV adopters struggled with fragmented data across platforms.
Taico's MediaReport integration transforms this reality. Advertisers gain live tracking of their CTV campaigns with unprecedented granularity:
Real-time Performance Visibility
See impressions, completion rates, and spend as campaigns run—no more waiting weeks for insights that arrive too late to matter.
Sender-Specific KPIs
Understand which channels within the portfolio drive results, enabling precise optimization at the broadcaster level.
Cross-Channel Comparison
Benchmark CTV performance against Google, Meta, Amazon, and other digital channels in a unified view.
Technical Transparency
Track delivery quality including screen size and viewing environment—ensuring your ads reach the living room, not mobile devices.
"With 'Are You TVable?', we make powerful and efficient streaming advertising affordable for everyone," says Ermisch. "Through AI technology, advertisers can track the efficiency of their campaigns at any time. This makes streaming advertising plannable and results-oriented, opening it to new customer groups."
Premium Inventory at Accessible Entry Points
Initially, "Are You TVable?" campaigns run across waipu.tv's portfolio of approximately 300 channels, including premium broadcasters like RTL, ProSieben, and SAT.1. This provides immediate access to Germany's leading live TV streaming platform, reaching households where they're most engaged—in the living room, on the big screen.
Taico plans to expand the available portfolio significantly in the coming months, providing advertisers with even broader reach and audience targeting options.
Unlike traditional CTV buying that requires substantial minimum commitments, taico's model enables campaign flights with smaller media budgets—making premium streaming accessible to companies previously priced out of the channel.
Uncovering Hidden Budget Waste
Perhaps the most compelling aspect of taico's offering is the optional cross-platform performance comparison. By analyzing CTV results alongside spend on international platforms like Google, Amazon, and Meta, advertisers gain visibility into potential overspending.
The data often reveals surprising insights:
of brands discover CTV delivers better efficiency than existing GAFA spend
CTV completion rates vs 40-60% for digital video
Cost per acquisition through CTV frequently outperforms saturated digital channels
This comparative analysis doesn't just validate CTV investment—it identifies concrete budget reallocation opportunities backed by performance data rather than guesswork.
Why CTV Outperforms: The Living Room Advantage
The performance advantage isn't accidental. CTV occupies a unique position in the media landscape:
Premium Environment, Maximum Attention
CTV reaches viewers in the living room—the household's decision-making center. Your ads appear alongside trusted content on the largest screen in the home, commanding attention that mobile and desktop can't match.
Performance + Branding in One Channel
Unlike traditional TV (pure branding) or digital display (pure performance), CTV delivers both. Build brand awareness with high-quality video while tracking every impression, completion, and conversion.
Immediate Optimization Capability
With real-time measurement, marketers can see what's working and adjust immediately—no more waiting weeks for insights that arrive too late to matter.
The Role of Agencies in the AI Era
Taico's managed service and AI-powered optimization might raise questions about agency relationships. However, the model is designed to enhance rather than replace agency expertise.
Agencies retain their strategic role—understanding client business objectives, developing creative strategies, and providing counsel on integrated campaigns. What taico removes is the technical complexity and operational burden of CTV execution.
This division of labor allows agencies to focus on what they do best (strategy and creative) while leveraging taico's technology for what machines do better (real-time optimization and cross-platform analysis).
CTV as the New Lead Medium
"CTV is becoming the new lead medium," predicts Ermisch. The convergence of television's brand-building power with digital's accountability creates capabilities that no other channel can match.
As Germany's streaming penetration continues growing and platforms expand their advertising inventory, early movers gain decisive advantages. Brands that master CTV now—while inventory remains accessible and CPMs reasonable—position themselves ahead of the inevitable shift as more advertisers recognize the channel's potential.
Making Streaming Advertising Plannable
The traditional barrier to CTV adoption hasn't been just cost or complexity—it's been uncertainty. Without clear visibility into performance and ROI, advertisers hesitated to shift budgets from proven channels.
Taico's approach addresses this directly. By making streaming advertising "plannable and results-oriented," the platform provides the confidence needed for informed investment decisions.
Key elements that create this planning certainty:
Predictive AI Modeling
For campaign forecasting and budget allocation
Live Performance Tracking
For mid-campaign adjustments
Historical Benchmarks
For realistic expectation-setting
Cross-Channel Context
For comparative evaluation
Getting Started: The AreYouTVable Test
For brands wondering whether CTV fits their marketing mix, taico offers a risk-minimized entry path. Test campaigns provide hands-on experience with premium CTV advertising under exclusive conditions, including complimentary MediaReport access during the campaign period.
This approach allows advertisers to evaluate CTV performance with their specific audiences and business objectives before committing to larger investments. It transforms CTV from a theoretical opportunity into a concrete, measurable channel that proves its value with actual data.
Test CTV with AreYouTVable
Experience premium CTV advertising with AI-powered optimization—risk-minimized entry under exclusive test conditions.
What You Get with AreYouTVable
Managed CTV Campaign Service
Launch streaming campaigns without technical infrastructure. Taico handles all platform relationships and integration—you focus on strategy and creative.
AI-Powered Optimization
Proprietary AI creates ROI-optimized media plans, monitors performance in real-time, and adjusts campaigns dynamically based on performance data.
Live MediaReport Tracking
Real-time visibility into impressions, completion rates, spend, and cross-channel performance. Free access during your test campaign.
Cross-Platform Performance Analysis
Optional comparison of CTV results against your GAFA spend (Google, Amazon, Meta, Apple). Identify budget reallocation opportunities backed by data.
Accessible Budget Entry
Unlike traditional CTV requiring substantial minimums, taico enables campaign flights with smaller media budgets—making premium streaming accessible to all company sizes.
CTV Measurement & Attribution
One of CTV's biggest advantages is measurability. Here are the key metrics and measurement approaches:
Performance Metrics
- • Impressions & Reach
- • Completion Rate (VCR)
- • Cost per Completed View
- • Frequency Management
Brand Impact Metrics
- • Brand Awareness Lift
- • Ad Recall
- • Purchase Intent
- • Brand Favorability
Attribution Metrics
- • Website Visits
- • Conversions
- • Store Visits
- • Multi-Touch Attribution
Advanced Analytics
- • Incrementality Testing
- • Audience Overlap Analysis
- • Cross-Device Tracking
- • Return on Ad Spend
Best Practices for CTV Success
Based on industry benchmarks and successful campaigns, here are proven best practices:
🏆 CTV Advertising Best Practices
Common CTV Challenges & Solutions
Challenge: Fragmented Ecosystem
Multiple platforms, devices, and measurement systems make holistic campaign management difficult.
Solution: Use unified platforms like taico that aggregate data and provide centralized campaign management across all CTV inventory sources.
Challenge: Attribution Complexity
Connecting CTV ad exposure to business outcomes can be challenging, especially for offline conversions.
Solution: Implement multi-touch attribution models and use advanced measurement techniques like brand lift studies and incrementality testing.
Challenge: Creative Production Costs
High-quality video creative can be expensive to produce, especially for testing multiple variations.
Solution: Start with strong core creative, then create variations using dynamic creative optimization (DCO) to personalize messages without full re-shoots.
The Future of CTV Advertising
CTV advertising continues to evolve rapidly. Here's what to expect in the coming years:
- Interactive Ads: Shoppable ads and QR codes that enable direct action from the TV screen
- Addressable TV: Household-level targeting on traditional linear TV inventory
- Advanced Measurement: Better cross-device attribution and unified metrics
- AI-Powered Optimization: Real-time creative and targeting optimization using machine learning
- Privacy-First Solutions: New targeting methods that work in a cookieless world
The Future Is Streaming—and Accessible
Connected TV advertising represents the evolution of television from a pure branding medium to a full-funnel performance channel. What taico has achieved with "Are You TVable?" is equally evolutionary: transforming CTV from an enterprise-only channel to one accessible to businesses of all sizes.
As Ermisch emphasizes, this democratization serves a crucial purpose. By removing barriers and providing transparency, taico enables more companies to benefit from CTV's unique advantages—and helps the overall streaming advertising ecosystem mature through broader participation.
The question for advertisers is no longer whether CTV works (the data proves it does) or whether it's accessible (taico has solved that). The question is simply: Are you ready to be TVable?
Ready to Be TVable?
Experience AI-powered CTV advertising on waipu.tv's ~300 premium channels with MediaReport tracking—risk-minimized under exclusive test conditions.
Learn More About AreYouTVableStart Your Test CampaignAbout taico: Taico is a Munich-based martech company specializing in AI-powered campaign management and optimization. Through its "Are You TVable?" initiative, taico provides accessible entry points to premium Connected TV advertising, combining managed services with proprietary technology for real-time performance tracking and cross-channel analysis.
