Viewing of video content on connected large TV screens (CTV) is increasing and is already overtaking traditional linear TV globally. According to data presented at this year's Adform Summit by Anton Karpovych of Adform, European viewers already spend more time on CTV (3.1 hours per day) than on linear TV (2.8 hours). "CTV combines the best of the TV and digital worlds, where it delivers great reach but also transparency and targeting capabilities," said Karpovych.
At the conference, he spoke about the power of omnichannel buying and the opportunities that Adform's advertising system offers. He said that omnichannel is not just buying ads on multiple channels at the same time, but the ability to connect them into one ecosystem, manage, report and target specific users in a unified way. "Omnichannel is about bringing all the media together through a data layer into one entity. It's not about the channels, it's about the people you want to reach," he explained.
Adform has integrated various channels globally into its DSP, and is continually expanding its offerings. In addition to CTV, these include programmatic outdoor and indoor screens in DOOH and audio advertising. For both DOOH and audio, as in the case of CTV, these are also growth media. "By integrating, we are addressing the complexity of supply and market fragmentation, simplifying targeting and enabling quick campaign activation and one-click reporting," Karpovych described.
Specifically, the following are represented in the global SSP inventory available for the Czech market in Adform:
- CTV: Plex, Qwest TV, Samba TV, LG Ads, TCL, Bloomberg, Xiaomi TV.
- Audio: Acast, Azerion and Spotify
- DOOH: Framen with a total of 15 screens in stores and offices
New and overlooked opportunities
When it comes to local inventory, Adform isn't stopping there and is integrating new partners directly onto Adform SSPs, which offer greater robustness and better local support.
Within the CTV environment, new this year is the expansion of the cooperation with Tivio Studio, which offers new channels on Vodafone TV - Vodafone Comedy, Vodafone Family and Vodafone CZ & SK- in addition to the existing ad buying on linear TV on DVTV Extra and KVIFF.tv. It is expanding its inventory with new sponsor clip and overlay formats.
AdShines also offers advertising on linear TV. It focuses on regional and national TV channels such as A11, Praha TV, Brno TV and others.
Media Club already expanded its inventory in June with the FAST channel Sweet TV. This will offer more buying options in addition to the prima+ and HbbTV apps. A big added value is the possibility of retargeting users watching prima+ thanks to the newly sent Czech Ad ID, which significantly increases the ability and accuracy of targeting users off-screen on mobile phones or desktops.
Other options for FAST channels (online video channels combining free access to content with an ad-funding model) include new connections to global partners but offering local user buying. According to David Sedlisky of Adform, tens of thousands of people in the Czech Republic already watch these channels. Their specificity is that they are more narrowly targeted and generate millions of impressions, often at a "lower price than traditional channels".
If there is an interest in targeting a younger target group, gaming and in-game advertising remains an overlooked option, according to Sedlisky, despite offering reach to millions of users. At the same time, younger users can be captured in activities they enjoy and where advertising is 100% visible. Adform works with leading partners in this field such as Anzu.io, Overwolf, Iion, Bidstack and others.
Last but not least, new digital out-of-home (DOOH) and digital audio networks are coming on board.
New networks in DOOH
Another new addition is the ability to buy through Adform DOOH advertising network Concept OOH and Euronova Group from Vision Thing. The first installations of the screens have already taken place in the Galerie Butovice shopping centre in Prague. By the end of the year, Concept OOH plans to operate 63 screens in 15 Czech cities.
A new player in the field of programmatic in-store advertising is Version 3, which has launched the possibility of buying screens in COOP and Traficon convenience stores. Here, advertisers do not pay for space, but for the actual attention of people in front of the screen.
Adform also announced new upcoming collaborations at the summit. Inventory will open in the coming weeks:
- Yman Bohemia: currently manages 20 screens at Czech Post branches, and will expand the network to 250 screens in 155 cities in the coming weeks and months. It will reach up to 2.5 million people who visit the branch with video spots.
- Mojeobrazovka.cz: deploys screens in hospitals and waiting rooms (large teaching hospitals such as FN Motol, VFN and small practitioners' offices). There will be almost 1000 screens with a capacity of 4 million. OTS via video spots of 10-30 sec.
- AdsGo: the collaboration is scheduled to start on December 1, 2025. Up to 500 screens will be offered in Bolt and Uber cars, with a total capacity of up to 80 million impressions. Up to four ads will be displayed on the screen for ten seconds.
Advertising in audio
Adform is also starting to work with companies that can get advertising into podcasts in apps like Spotify or Apple Podcasts for premium users as well. "Classic audio advertising can already be bought on Spotify. But we're also in talks to make an area currently locked off to ads - podcasts. This offer will hopefully soon appear in the Czech Republic," Sedliský added.
Mobile apps that offer low cost per thousand impressions (CPM) and precise targeting are also growing in importance.
Strategic agreement with Seznam.cz
Another major news is the announcement of a strategic agreement between Adform and Seznam.cz, which is currently integrating Adform SSP into its ad stack. This new collaboration opens up new possibilities for advertisers when planning and buying campaigns. According to Sedlisky, this is another step towards deeper cooperation between Seznam and Adform. "Within a few weeks, advertisers should be able to buy Seznam ad space directly in our SSP. From January 1, 2026, we then expect all deals to be available only through the Adform SSP. We can also expect campaign performance to improve from this date. Adform SSP will offer better user synchronisation and targeting, faster DSP response to bidding and 100% data transparency," said David Sedliska.
In practice, this means that users of the Adform DSP shopping platform will see two separate fields in the interface - the new Seznam.cz field via Adform SSP and the familiar Seznam.cz field via Microsoft Monetize (Xandr). This will allow for better performance comparisons, campaign optimization, and the use of the advanced targeting and reporting capabilities that Adform offers within its platform.
Source: mediaguru.cz