Several broadcasters in Turkey have begun to use the HbbTV platform and services provided by Castoola and its local representative Broadcast Muhendislik Ltd.
The platform has been enabled for Show TV, BloombergHT, Haberturk, NTV, Star TV and TV8, who aim to measure the reach of their audience, with other Turkish TV channels soon set to follow.
In another recent milestone, Castoola (as the HbbTV platform), Broadcast Muhendislik Ltd (as system integrator), Adform (full stack ad-tech platform), Yapi Kredi (as advertiser) and Show TV joined their forces in launching the first HbbTV programmatic advertising campaign in Turkey.
The campaign was based on an advertising format called “Switch-in Superbanner”, with a goal to reach 400.000 impressions through programmatic RTB.
Thanks to the very high number of HbbTV viewers on the Turkish market, the goal was reached in less than four hours spread in fourtime slots between December 28 and January 5.
Commenting on the development, Selami Celebiouglu, CEO of Broadcast Muhedislik Ltd, said: ‘’This is a historic milestone, crucial for further development of highly potential HbbTV services and advertising industry in Turkey. Success of the first advertising campaign on Turkish ground is even more important considering the effort required to match all relevant stakeholders and technology providers around this campaign.”
Uros Zizek, CEO of Castoola, added: “First programmatic HbbTV advertising campaign in Turkey is very clear and positive indicator of worldwide importance of HbbTV technology for the future of digital television and interactive services on top of it. Technology by itself was standardised and approved years ago, while a question for broadcasters and TV operators is still how to maximise the outcome with its help. Programmatic advertising can be crucial in reaching the right balance between interactive broadcast-related services and advertising as an additional revenue stream.”
Cem Eroglu,commercial director Turkey & MENA of Adform, said: “It was a great pleasure to start the programmatic TV industry in (the) Turkish market with trusted partners. In my last 10 years ad-tech experience, it’s much more exciting to see TV programmatic than first bidding tests during 2017. Clients and sell sides are opened to new business models and supporting us to invest more than in past years. I’m expecting over 100m Turkish Lira for this industry for upcoming two years.”
