A new HbbTV campaign targeting Max Reach has brought Sazka almost a million more viewers within 48 hours, the Nova TV group has announced.
TV Nova has launched a new kind of campaign in collaboration with client Sazka via a red button (HbbTV) and its Max Reach targeting. This type of advertising for HbbTV builds on the TV campaign and reaches only those viewers who did not see the spot on TV. Sazka's HbbTV Max Reach campaign reached almost one million unique viewers and generated over 1.2 million impressions.
Sazka's spot campaign ran on TV stations Nova, Nova Cinema, Nova Action, Nova Gold and Nova 2 from Tuesday 10 August to Friday 13 August. It communicated the Eurojackpot with a prize of over CZK 2 billion with the draw on Friday the 13th. The aim of the campaign was to inform as many viewers as possible about this super-sized prize. The HbbTV Max Reach campaign was launched 48 hours before the start of the Eurojackpot draw from 6.50pm on Wednesday to 6.50pm on Friday.
"The reach of the spot campaign in the 4+ target group was 3,034,000 viewers on TV (note cumulative reach), HbbTV added 919,797 unique viewers. This is a service that TV Nova was one of the first to offer in the Czech Republic," said Jan Vlček, CEO of TV Nova. "I must admit that we were very pleasantly surprised by how many additional viewers the red button campaign brought us. I believe that thanks to precise targeting we will use this way of communicating to customers more often," added Petr Matějovský, Marketing Director of Sazka.
HbbTV allows targeting based on location, by HbbTV version or by TV manufacturer. Max Reach, which was introduced by TV Nova in August 2021, is a new feature. Max Reach works with the fact whether a TV device has seen (or not seen - the condition can be set) certain content, e.g. an advertising spot. With this information, the red button targets a specific device according to this condition.
Source: mediaguru.cz
