The red buttonHbbTV

HbbTV, also known as the red button, is a technology that allows viewers to take advantage of Internet access on the TV screen. On HbbTV, viewers come across video archives, TV programs, and weather forecasts, that can be accessed with just a click of the red button.

Become an R2B2 HbbTV demand partner
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How many viewers watch HbbTV?

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)

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Advertising on HbbTV

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.

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What is the biggest advantage of advertising programmatically on HbbTV?

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.

More benefits of advertising on HbbTV

  • Advertise on 11 TV stations in both the Czech Republic and Slovakia
  • Instantly run ad campaigns
  • Advertise on the largest screen in the home
  • Minimal entry costs
  • Set your own rules for the budget and timing of campaigns
  • Viewers are present for advertising messages
  • Transparent buying thanks to real time bidding (RTB)
  • Novel yet standardized ad formats
Differences between advertising on TV and HbbTV
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What statistics can be obtained on programmatic campaigns on HbbTV?

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.

  • Number of impressions, including unique reach
  • Click through rate (CTR)
  • Cost per click (CPC)
  • Viewability of videos (25%, 50%, 75%, 100%)

Programmatic buying makes it possible to follow metrics in real time and across dimensions.

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TV stations in the R2B2 network

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  • How to buy programmatic ads on HbbTV

    HbbTV ads can be bought through the Adform DSP (via inventory/exchange R2B2 HbbTV). Buying is based on the CPM (cost per thousand impressions) 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.

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    In the Czech Republic, these companies already use programmatic advertising on HbbTV

    HbbTV Guide

    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.

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