TV NOVA HAS REVEALED HOW IT WILL DISPLAY ADVERTISEMENTS ON ONEPLAY

Oneplay will expand the possibilities for television and online advertising. From November, Nova will introduce changes to the display of adverts during catch-up viewing and, next year, will add a new pricing plan featuring adverts embedded directly within streamed content. Details and a breakdown of advertising formats by subscription plan were presented at the Forum Media 26 conference, alongside the Onereach advertising product.

At Tuesday’s Forum Media conference, where it unveiled its new advertising product Onereach, the Nova Group demonstrated how it will display adverts on Oneplay and across the various subscription plans it offers there. This new development is linked to two changes that Nova will introduce over the course of several months. Firstly , from 18 November, it will prevent users from skipping adverts when watching content on catch-up services provided by operators. From the fourth day onwards, it will be possible to replace TV adverts with dynamic online adverts (Adreplacement). Subsequently, in the first quarter of 2027, it will introduce a new advertising tariff (Adtier) for Oneplay.

Generally speaking, the higher the tariff, the fewer adverts. Adverts within content will remain only on the cheapest ad-supported option, whilst the restriction on adverts in catch-up viewing applies to all tariffs.

 

• The new Komfort with adverts is the only tariff where both formats are shown. Viewers see adverts within Oneplay content as well as on Nova’s TV channels.
• The Komfort and Extra Zábava packages do not feature in-content adverts, but ad replacement is in use. Viewers therefore only see adverts on Nova’s TV channels.
• The Extra Sport and Maximum packages also feature only ad replacement, with the exception of sport. Adverts appear only on Nova TV channels, and sports broadcasts are exempt from them.

Oneplay presents its audience to advertisers as an attractive group with three times the proportion of younger viewers aged 15–44 (45 per cent) compared with the average TV audience (15 per cent), viewers with a university education (19 per cent compared to 15 per cent in the general population) and socio-economic groups A and B, which account for 24 per cent of the Oneplay audience compared to 18 per cent in the general population.

Oneplay is set to add 45 per cent to linear TV

According to the presentation, viewers’ attention is a key prerequisite for advertising recall and brand building. Whilst on social media, banners and other fast-paced formats, attention to a single ad impression hovers around two seconds, with streaming it averages 17 seconds. According to the research cited, 79 per cent of viewers watch and pay attention to adverts on streaming platforms.

According to the speaker, greater attention also leads to better results in brand building. Brand lift studies involving 1.88 million respondents show a 10 per cent increase in brand awareness, a 12 per cent increase in consideration, a 13 per cent increase in purchase intent and a 14 per cent increase in preference. The combination of attention and repeated exposure to adverts can increase brand lift by up to eight times. High-quality video formats not only boost brand awareness but also influence brand consideration and purchasing decisions, said Hung Nguyen from TV Nova.

According to him, premium streaming, including sports content, generates the highest levels of attention. According to the data provided, Oneplay has an average monthly reach of 3.6 million viewers, and its subscribers watch content for an average of 33 hours a week. Compared to linear television, the platform is also said to deliver a 45 per cent incremental reach among the target audience.

At the conference, Nova also stated that, according to Kantar data, Oneplay is the most widely used paid video-on-demand service in the Czech Republic. It is used regularly by 41 per cent of the population, compared to 35 per cent for Netflix.

Source: mediaguru.cz