Programmatic campaign on HbbTV for Prace.cz

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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.

Programmatic campaign on HbbTV for Prace.cz

The last couple of years, high-season ad space on linear broadcasts has been sold out already in the first months of the season. LMC, which wanted to build on its previous TV campaign for its web portal Prace.cz, therefore, in cooperation with the agency Fragile Media, decided to find an alternative solution for the video clips it had already prepared. The solution was a campaign utilizing programmatic buying on HbbTV.

The agency immediately selected several formats, prepared creatives, and set targeting for the client. The campaign alternated between the formats Switchroll, Push 2 Play, and Preroll. How successful were the individual formats and creatives? And what did the advertiser and the agency have to say about the entire campaign? Find the answers to these questions and more in the latest case study.