R2B2 introduces a new type of targeting for HbbTV. Skylink is the first to try it.

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The Czech ad tech company R2B2, who operates a digital ad network, has introduced a new type of targeting for programmatic ads on HbbTV. Advertisers can target viewers by TV brand and model. Skylink was the first to use it in a campaign.

R2B2 introduces a new type of targeting for HbbTV. Skylink is the first to try it.

Now, an eighth way of targeting ads, by specific TV brand and model, is available when buying HbbTV ads programmatically through the R2B2 Multiscreen network. Advertisers can direct ad messages to viewers owning brands of TVs that can access HbbTV such as LG, Samsung, and Panasonic. The reach can be further refined by the series or specific model of the TV.

“Advertisers have immediate access to several approaches to viewer targeting. They can choose one or more brands. They can also, for example, target ad messages to OLED TVs or select older models by model number,” says David Kratochvíl, Key Client Manager at R2B2.

This new method of targeting is available on both markets where R2B2 operates its HbbTV ad network—the Czech Republic and Slovakia.

Skylink gave this type of targeting a try on their campaign for the Skylink Live TV app. “Right now, our app is only accessible via Samsung smart TVs produced as of 2015. In cooperation with R2B2, using the new method of targeting, we were able to select the TV brand and year of production. So, we were able to reach the segment of viewers with TVs connected to the Internet that meet these conditions and could offer them the opportunity to download a free trial app,” explains Tomáš Jelínek, Online Marketing Manager at Skylink.