Case studies

In August, the CPM rose for all formats except videos and 300x600 Banners. The biggest change was recorded for 300x600 Banners whose CPC fell from 27 CZK to 17 CZK. This is the lowest CPC this format has had over the past year. The CTR for videos increased from 0.69% to 1.30%, and the CTR for Mobile Skins has also continued to climb.

RTB Index – August 2019

Plzeňský Prazdroj created a special mixed drink called Whisper under the Kingswood brand. The agency TRIAD Advertising handled the product promotion, choosing to buy ads, namely Interscroller, programmatically through the R2B2 Multiscreen digital network.

FORTUNA GAME used programmatic in an acquisition campaign during the 2018 FIFA World Cup. For mobile advertising, the format Mobile Skins was selected on the R2B2 Multiscreen network.

LMC, in cooperation with the agency Fragile Media, encountered a problem with sold-out ad space when planning a TV campaign. As an alternative, they chose to pursue a programmatic campaign on HbbTV.

The cosmetic company AVON used HbbTV’s promotion capabilities for their campaigns in the Czech Republic entitled Slevobraní and Předsevzetí. The marketing agency MC2 took care of the campaign implementation and purchase of ad space.

Škoda Auto decided to use programmatic buying for its campaign on HbbTV and, along with it, an advanced targeting method - retargeting.

The film distributor Vertical Entertainment together with the advertising agency InsiderMedia decided to try out the new method of targeting on HbbTV—content targeting.

UPC Broadband Slovakia was the first company in Slovakia to programmatically buy ad space on HbbTV together with an interactive ad app for a campaign.

The programmatic purchase of ad space on HbbTV not only opens a simplified path to displaying ads on TV, but also helps create sophisticated and intelligent strategies that attract TV viewers and get them to interact. This can be done using various methods of advanced targeting.

TRIAD Advertising wanted a campaign to raise awareness of Kingswood cider through a “carefree” clip, as they had an ideal opportunity to address TV viewers who were expected to be relaxing in front of the TV.

Vertical Entertainment, a film distribution company, releases an average of 30 to 40 films per year. Together with InsiderMedia, they decided to promote selected films using the largest screens in the home, namely TV.

R2B2 is the first in the Czech Republic to have tested the possibilities of IP retargeting on HbbTV. The goal of the research was to test the use of the IP retargeting method for cross-device programmatic ad targeting between computers, mobile devices, and TVs.