Smart TV is experiencing growth in the Czech Republic, with a million new viewers added between 2020 and 2022 alone, says Vojtěch Lambert, head of the LCG New Media agency.
Digital agency LCG New Media highlights the growing importance of Connected TV, which is establishing itself as a channel for modern advertising. Given its high reach among the population and technological advances, this format is becoming an integral part of media strategies. Representatives of the agency sought to convince clients of this at Thursday’s LCG Breakfast Club event.
The Connected TV (CTV) phenomenon combines television content with an internet connection, enabling the use of advanced digital tools directly on large screens. According to Vojtěch Lambert, CEO of LCG New Media, this platform already reaches approximately 70% of the population in Western markets. In the Czech Republic, the number of smart devices in households is constantly increasing, opening up opportunities for more precise targeting of advertising messages.
“Smart TV is experiencing dramatic growth among the Czech population, with a million new viewers added between 2020 and 2022 alone,” says Lambert. According to him, this platform is particularly popular among people under 55, who use it to watch streamed digital content. Lambert emphasises that video content is increasingly dominated by social media and YouTube, with users watching hundreds of millions of hours of video daily on connected TVs.
Through CTV, advertisers can combine the prestige of the television format with the benefits of digital systems, such as precise audience targeting and real-time measurement. The platform offers a higher level of viewer engagement thanks to the possibility of interactive elements, for example in the form of QR codes or special buttons for direct action. Furthermore, new opportunities are emerging to embed advertising messages directly into the operating system menus of Samsung or LG.
“We can see that the market is beginning to consolidate, and those who can work with real-time data will come out on top,” says Lambert. He points out that it is no longer enough simply to invest in advertising; it is essential to know exactly who the brand is targeting and what it is offering at any given moment. In his view, companies must utilise innovative tools as a means of achieving real cost savings and streamlining creative output in a highly competitive environment.
The agency reflects these changes in its services and offers comprehensive media buying planning, including television advertising. Innovations in the form of AI tools help optimise campaigns and increase their overall business impact on the market. Advertisers now have the opportunity to sell their products through companies operating internet television or FAST channels on services such as Rakuten TV.
LCG New Media is a Czech digital agency that combines creativity with data analytics and performance marketing. It specialises in managing comprehensive campaigns, social media and e-commerce projects for both Czech and international brands.
Source: mediaguru.cz
