Media Club expands its portfolio by selling advertising for FAST channels of the streaming platform Sweet.tv.
Media Club expands its portfolio by selling advertising for FAST channels of the streaming platform Sweet.tv. This collaboration brings new opportunities in video advertising and targeting smart TV viewers.
Sweet.tv has a reach of more than 1.6 million CTV devices in the Czech Republic, presenting an opportunity for Media Club to expand video ad sales. The platform offers over 27 FAST channels, 155 TV channels and an extensive movie library including Hollywood premieres.
Petr Hatlapatka, commercial director of Media Club's online division, points out that this partnership not only increases advertising space but also improves the quality parameters of video inventory.
More than 70% of Sweet.tv's video ad space is on CTV devices, with 93% of this space targeting the 15-54 year old group. The audience base is almost evenly split between men (53%) and women (47%). Video advertising is primarily displayed on FAST channels, which offer linear broadcasts of thematic TV channels. These advertisements are uninterruptable, but the advertising breaks are shorter than on traditional television. Advertisers can use standard targeting options familiar from the digital environment.
Sweet.tv, operating in 19 European countries, has been available on smart TVs since 2014. Users will find it on the designated button of all Samsung Smart TVs (from 2024 in the Czech Republic) and pre-installed on LG and Samsung TVs. The platform covers all user devices and offers features such as pausing, rewinding, watching shows backwards through EPG. Sweet.tv currently offers FAST channels focused on various genres including action movies, family entertainment, music and politics.
Petr Hatlapatka points out that FAST channels bring new opportunities for premium advertising. These channels combine the traditional format of linear television with the advantages of the digital environment. Thematic video content is broadcast in a pre-planned sequence with commercial breaks, which allows for an effective combination of the traditional TV format with modern digital technologies.
Source: mediaguru.cz
