There are several types of video ads available on HbbTV. The main one is the ad format Switchroll, which directly competes with ad blocks. In contrast to classic ads, it is displayed immediately after the viewer interacts, for example, when the viewer switches channels. Switchroll can currently be found on the music channels Óčko, Šlágr, and Retro TV along with all the Slovak channels currently available—Markíza, Doma, and Dajto. In the HbbTV app, usually in the TV video archives, are Instream formats identical to those on the Internet. Pre-roll, mid-roll, and post-roll videos are positioned directly on the players and are displayed automatically according to where the user is in the program—at the beginning, in the midst of it, or at the end. According to IAB Europe, in 2017, the post-roll and mid-roll formats were used much more frequently than in previous years at the expensive of pre-roll. Instream ads are available in the video archives of all FTV Prima channels, including their newest channel KRIMI. They are also offered on the music stations Óčko, in the Playtvák video archive, and Šlágr.
The main difference between HbbTV ads and standard TV ads is the targeting options, especially for programmatic purchases. Although TV stations know the sociodemographics of their programs’ viewers, on standard TV the ad is always displayed for everyone. HbbTV is the first to provide the option to display ads regionally, even to the level of postal codes. The largest number of programmatic impressions in the first quarter of this year were offered in the Prague, Moravian-Silesian, and South Moravian regions, which together made up more than a third of the available ad space. In Slovakia, it was the Bratislava, Žilina, and Prešov regions, which in the end made up more than half of all impressions available.
HbbTV ad space will continue to increase. With it, reach will grow with an increasing number of viewers owning TVs with HbbTV technology. At the same time, it is expected that advertiser demand will also increase, and that may be because classic ad blocks on TV will be sold out due to the quantity available.