How to engage viewers who don't watch traditional television broadcasts? One solution could be advertising directly within the Smart TV operating system.
Streaming platforms are accessed daily by over two-thirds of Czechs. Brands are therefore seeking ways to engage this audience, which is increasingly turning away from traditional linear television. One solution may be advertising directly within Smart TV environments, as Martin Řeháček from Publicis Groupe points out.
An ideal complement to brand campaigns
The number of users on streaming platforms continues to rise. Services such as Voyo, Netflix, or Disney+ each have hundreds of thousands of subscribers in the Czech Republic. But how to reach their sizable audience when these platforms don't offer traditional advertising space? One option could be advertising directly within Smart TVs. In the form of video or banners, ads appear directly within the operating system, visible to viewers immediately upon turning on their smart TV, alongside the usual menu of services or programs. This means viewers see the ad even before deciding whether to watch Netflix or another streaming platform. The campaign doesn't interrupt their program viewing and manages to capture attention effectively.
Advertising on Smart TVs is available for brands in the Czech Republic on Hisense, LG, and Samsung smart TVs. These brands are among the best-selling in our market, reaching up to 4 million users.
Ideal use for Smart TV advertising lies within large brand campaigns, where it can effectively complement advertising in linear broadcasting. In terms of measurement, it's currently possible to track impressions and unique devices. In some cases, clicks can also be measured.
ČSOB's first campaign showed potential
The ČSOB group was the first Czech advertiser to use advertising within smart TV operating systems. They implemented this format before the end of last year as part of several major online brand campaigns and independently to support a competition with the ČSOB Spartans payment card. The media strategy and advertising space acquisition were handled by the Publicis Groupe communication group, with whom ČSOB has a long-standing collaboration. The campaign implementation was provided by Hybrid Company.
Source and full article: https://www.mediaguru.cz/clanky/2024/02/novy-typ-reklamy-ve-smart-tv-zasahne-az-ctyri-miliony-lidi/