NEW TYPE OF SMART TV ADVERTISING REACHES UP TO FOUR MILLION PEOPLE

How to engage viewers who don't watch traditional TV? Advertising directly in the Smart TV operating system can be the solution.

More than two-thirds of Czechs tune into streaming platforms every day. Brands are therefore looking for ways to engage this audience, which no longer watches as much traditional linear TV. One solution may be advertising directly in the Smart TV environment, writes Martin Řeháček from Publicis Groupe.

The ideal complement to brand campaigns

The number of users of streaming platforms is constantly growing. Services such as Voyo, Netflix or Disney+ have hundreds of thousands of subscribers each in the Czech Republic. But how to reach their large audiences when these platforms do not offer traditional advertising space? Advertising directly on Smart TVs may be an option. In the form of a video or a banner, it appears directly in the operating system and viewers will see it right after turning on the smart TV in the menu along with the classic offer of individual services or programmes. So before they even decide whether to watch Netflix or another streaming platform. This way, the campaign doesn't distract from watching the show and also manages to capture attention.

Smart TV advertising is available for brands in the Czech Republic on Hisense, LG and Samsung smart TVs. These are among the best-selling brands in our market and we can reach up to 4 million users through them.

Smart TV advertising is ideally used in large brand campaigns, where it can effectively complement advertising in linear broadcasting. In terms of measuring reach, at the moment it is possible to measure impressions and unique devices. In addition, in some cases, clicks.

ČSOB's first campaign showed potential

The ČSOB Group was the first Czech advertiser to use advertising in smart TV operating systems, deploying the format before the end of last year as part of several larger branded online campaigns and separately to promote the ČSOB Spartan Payment Card competition. The media strategy and the purchase of advertising space was handled by Publicis Groupe, a communications group with which ČSOB has long cooperated. The campaign was implemented by Hybrid Company.



ČSOB campaign for Smart TV; Source: Publicis Groupe



The very first of the campaigns exceeded the pre-set targets and generated 1.29 million impressions within one month. The CPT was at an interesting level of CZK 120.

Source: mediaguru.cz