The dynamic development of all technologies, which is an integral part of our lives, brings the phenomenon of users who need to control and influence their user experience and desire the maximum possible personalisation. This trend is quite naturally reflected in television broadcasting. And the red button on the remote control is the gateway to the great entertainment HbbTV provides through multimedia technology. Viewers have access to enhanced content in the form of news, show archives, video libraries and bonus videos. From the comfort of their TV chair, they can participate in interactive competitions, polls or quizzes. And there is also the obvious benefit of social interaction. Sharing opinions, commenting on programmes and discussing current affairs gives viewers a sense of belonging with other viewers in these (rather detached) times.
93% of households watch TV
According to the results of ATO-Nielsen’s continuous research for Q3 2023 presented at the recent Czech Internet Forum conference, 93% of households watch TV. Considering that, according to surveys, there are on average two viewers sitting in front of each screen, this is certainly very interesting from the advertisers’ point of view. In addition, advertising via HbbTV can reach viewers who are actually in front of the screen at the time.
The number of viewers using HbbTV can be expected to grow even further for two reasons. On the one hand, the remaining older TV sets are gradually replaced by HbbTV-enabled smart TVs in homes. On the other hand, the services provided by HbbTV improve and the audience’s desire for interactivity, which is now a common part of all areas of life, continues to grow.
Optimised TV ad campaigns
Television advertising has the advantage that more household members usually sit in front of the television, so the advertising has a greater reach. In addition, it is shown on the largest screen in the household. However, HbbTV advertising has one major advantage over traditional TV advertising: it is shown only after the viewer has interacted with the TV. This means the ad appears when the viewer changes the channel or presses the red button on the remote control. The advertiser is therefore assured that the viewer is actually sitting in front of the TV and has not just popped into the kitchen for chips.
Other benefits of advertising on HbbTV include highly advanced targeting - for example, based on location, IP address, TV model or content watched - and the ability to manage your ad campaigns. Advertisers can choose from a variety of innovative ad formats comprising different types of banners, a combination of TV banner and video in one ad (Push 2 Play), Instream video ads, alternatives to TV ads on HbbTV Switchroll, etc. Precise targeting enables the presentation of relevant ads, reducing the amount of unwanted advertising that could drive viewers away and contributing to an improved user experience.
The combination of online features and classic TV advertising brings, in addition to interesting advertising formats, the benefits of real-time statistics. As with online campaigns, the advertiser can monitor and evaluate metrics such as the number of impressions, cost per interaction, interaction rate, etc.
For example, Škoda Auto measured the impact of TV advertising using a Brand-lift solution via HbbTV. The solution for Škoda Auto was developed in collaboration between PHD, Media Club and Kinet. A questionnaire template was created to measure the effectiveness of TV advertising on Prima channels using HbbTV.
Source: PHD / mediaguru.czHbbTV development in the Czech Republic
Almost a year has passed since last year’s HbbTV Symposium. At the conference, innovations from the main Czech commercial TV groups were presented, such as TV Nova’s MAX Reach ad format (for which Nova won the Best Use in HbbTV category for an ad-based solution) or the quiz bar. Of course, development has not stopped, so both viewers and advertisers now have a range of new features at their disposal. How are the main commercial broadcasters TV Nova and FTV Prima doing in HbbTV?
HbbTV on TV Prima
With the introduction of prima+, the Prima group also changed the service environment and the colour design of the red button. Prima+ now also appears in the HbbTV environment, replacing the original iPrima service. Another new feature is a survey template in Creator, designed for conducting questionnaire-based surveys.
Currently, Prima TV offers more than two thousand programmes under the red button, including Czech co-productions, previews of contemporary TV programmes, documentaries, children’s programmes, live broadcasts of the Czech channels of the Prima group and exclusive content from the best Czech filmmakers, as well as the most flexible subscription on the market. In addition, there is a clear TV programme, weather forecast, leaflets, games and a property catalogue.
Prima offers advertisers a range of advertising formats:
- SPLASH SCREEN: Branding is displayed when the application is loaded. It is a 100% visual format and the only advertising message on the screen.
- VIDEO ADVERTISING: Advertising spots will be played in the FTV Prima archive.
- SWITCH-IN: The red button that appears to viewers with hybrid TV after switching to a station.
- SWITCH TO PLAY: When clicked, the red button plays a promotional video.
- SYNCHRO: Synchro red button appears in the client’s spot and increases memorability of the ad message, according to eye camera research.
- MENU BUTTON: The menu button is located in the HbbTV menu of FTV Prima stations in the most visible position.
- LEADERBOARD: Banner in FTV Prima applications.
- PURCHASES: Standalone app in HbbTV that contains current flyers from multiple clients.
- GAME SKIN: Possibility to play your favourite games (puzzle or tetris).
HbbTV on TV Nova
The Nova group is not lagging behind with innovations in HbbTV either. In addition to its standard HbbTV offer of news, TV programming, current weather forecasts and full episodes of the most popular TV shows, such as the series Ulice or Ordinance v růžové zahradě, Nova has launched an extension to the quiz questions presented at last year’s HbbTV Symposium conference. Viewers can now compete directly on their TV screens - they can answer contest questions using a remote control. The evaluation is immediate and the viewer who answers correctly is redirected to the HbbTV app, which describes the process of winning the prize.
In addition, viewers with HbbTV-enabled TVs can now access the TN Live broadcast by pressing the blue button.
“The blue button is a direct shortcut to our live news feed for viewers whose TV allows them to enter the world of HbbTV,”
explained Michal Kratochvíl, editor-in-chief of TV Nova news.
TV Nova’s HbbTV application offers satellite and terrestrial viewers access to selected programmes (TV archive), news, VOYO application and Nova Lady.
HbbTV is the future of advertising on TV screens
It is clear that advertising and television will continue to go hand in hand, with further developments in hybrid and interactive technologies to be expected. According to ATO-Nielsen, HbbTV is one of the fastest-evolving technologies. Nearly 2.4 million viewers currently see the red button on Nova Group stations. For Q1 2023, a 9% increase in long-form video viewing on AVOD was recorded specifically through HbbTV.
New features, trends and inspirations for the future of HbbTV that can help move the technology towards an even better user experience will also be presented at this year’s HbbTV Symposium, which will take place on 28 and 29 November 2023 in Naples, Italy.
