An advertising format that maximises reach by combining TV spot advertising and HbbTV has been launched by Prima TV.
TV Prima has introduced Max Reach, an advertising format that combines TV spot campaigns and HbbTV. It uses targeting that works with data about TV devices - whether or not they have seen the intended ad spot. The Znojmia brand campaign is the first commercial campaign for which this type of targeting has been used on Prima. In the campaign, the client featured four frozen ready meals that can be prepared on a pan. The aim of the campaign was to spread awareness of the new product among the audience. The key evaluation indicator for this campaign was reach.
In the first phase, from 21 to 28 February, a TV spot campaign was deployed and ran on all Prima Group channels, reaching 2.77 million viewers in CS 4+. "Subsequently, in the week of 1 to 6 March, we showed the Switch-In format to viewers who had not previously seen the TV spot and had the red button (HbbTV) active, with a maximum frequency of two Switch-In views on a single device. The Switch-In format added an additional 1.1 million unique viewers to the campaign. The combination of TV advertising and the red button thus managed to reach a total of 3.872 million viewers," says Kateřina Srbová, HbbTV product manager at Prima Group.
HbbTV also allows geo-targeting or targeting by HbbTV or TV manufacturer. Another way to use knowledge of TV behaviour is to supplement the frequency achieved by a TV spot with the HbbTV format. "The Max Reach format can also target devices based on whether or not a given TV show was running on them, which we successfully tested on a self-promo campaign for the TV series ZOO, where we showed viewers who watched the latest episodes of Slunečná a Switch-In with creative enticing them to watch our new flagship series," adds Kateřina Srbová.
Source: mediaguru.cz
