What you will find in the article:
- Programmatic advertising on smart TV home screens
- New Homepage Spotlight format for TVs running Titan OS
- Targeting and reporting capabilities similar to those of digital campaigns
- Nestlé’s Granko campaign was the first to utilise programmatic buying
- High video completion rate of around 95 per cent
Hybrid CTV Sales House has expanded the options for buying advertising in the Connected TV environment. Since September, it has been the first on the Czech market to offer the programmatic buying of the Homepage Spotlight advertising format, which is displayed on the home screen of smart TVs running the Titan OS operating system.
Until now, the TV’s home screen was the only part of the CTV environment that could be purchased via direct sales only. This advertising space is now available via the Adform platform as part of standard programmatic buying. Advertisers and media agencies can therefore utilise their own targeting, frequency capping and reporting, just as they do with other digital campaigns.
The Homepage Spotlight format features an unskippable, full-screen video with sound that appears immediately after the TV is switched on, before any TV broadcast or streaming app launches. TVs running the Titan OS operating system are manufactured by Philips, AOC, Vestel, JVC and Sharp.
“The home screen is the first thing the viewer sees after switching on the TV, before launching streaming apps or traditional TV broadcasts. Native advertising was also the last part of CTV that could not be purchased programmatically. That is now coming to an end,” said Lukáš Hnilička, CEO of Hybrid CTV Sales House.
The first programmatic purchase of this advertising space was carried out by the media agency GroupM for Nestlé’s Granko brand. The campaign has been running on the Czech market since the end of August. According to Pavel Stoklasa of GroupM, incorporating the format into the programmatic ecosystem simplifies both campaign planning and evaluation. He also highlighted the high video completion rate, which the company says stands at around 95 per cent.
The inventory is available to all advertisers and agencies using Adform DSP without the need for further technical integrations. The advertising space is offered via private deals such as Preferred Deal or Programmatic Guaranteed. “Placement on the Titan OS home screen combines maximum visibility with a strong branding effect and is now available within the open programmatic ecosystem,” said David Sedliský, Senior Solutions Consultant at Adform.
In the Czech Republic, Homepage Spotlight is available on approximately 95,000 active televisions running the Titan OS. According to the company’s data, it can reach up to 200,000 viewers and deliver approximately 9.8 million ad impressions per month. Across the nine markets in Central and Eastern Europe where the solution is also available, the potential reach is approximately two million viewers and more than 100 million impressions per month.
Source: mediaguru.cz