As the internet continues to penetrate TV more and more, it is changing the way viewers behave. They are gradually shifting from passive watching to interactivity. The red button—that is, HbbTV technology—allows advertisers to address viewers with ads they know from computers and mobile devices.
Hybrid TV is watched by 2,183,600 viewers in the Czech Republic.
Research has shown that HbbTV is watched by an average of 2 viewers at once per TV (more precisely, 2.06 viewers per screen). In the active target group, 58% of viewers fall between the ages of 25 and 54. Additionally, 38% of viewers are in socioeconomic classes A and B.
(Source: FTV Prima, August 2018)
It is possible to advertise on HbbTV. Ads appear on the TV screen at times when viewers are interacting, either as a result of switching programs or pressing the red button. This means that ads only appear when viewers are actually watching. Viewers can also use the red button to click through from the advertising message to an interactive ad app or a video.
Just as with online advertising, it is now possible to direct and optimize campaigns in real time on HbbTV. Programmatic also offers advanced targeting to address relevant groups of viewers.
| TV | HbbTV | Internet | |
|---|---|---|---|
| Demonstrable reach in the Czech Republic | 9,500,000 viewers | 1,750,000 viewers | 7,000,000 users |
| Interactivity | no | yes | yes |
| Advanced targeting | yes | yes | yes |
| One-to-one communication | no | yes | yes |
| Pricing | direct pricing | real-time bidding direct purchase | real-time bidding direct purchase |
| Buy and optimize in real time | no | yes | yes |
| Viewable impressions | not guaranteed | yes | not guaranteed |
| Prime-time prices | according to GRP | according to RTB | according to RTB |
R2B2 Multiscreen standardizes formats and metrics for all types of screens, so the metrics you are familiar with from the online environment are also used on HbbTV.
Programmatic buying makes it possible to follow metrics in real time and across dimensions.
HbbTV ads can be bought through the Adform DSP (via R2B2 HbbTV inventory/exchange). Buying is based on the cost-per-thousand-impressions (CPM) business model with the use of real-time bidding (RTB).
On the DSP, you also set the rules for budgeting, campaign layout over days and weeks, display frequency, targeting, and retargeting.
R2B2 has put together a guide of all the options for addressable TV advertising. Inside, we explain everything from basic information, formats, and targeting to marketing communication strategies.
