Sales of programmatic advertising on HbbTV are growing by around 300% year-on-year in the Czech Republic, according to Lukas Hnlicka from Hybrid.
In a summary of the second annual Programmatic Day conference provided to Broadband TV News, it is noted that the Czech Republic has consolidated its position as the European leader in HbbTV, with the country’s top TV stations having already used programmatic advertising on HbbTV in combination with linear broadcasting for nearly two years.
The hot topic of discussion is still the price of HbbTV ads compared to classic television ones. As a result, R2B2, the Czech leader in programmatic ad sales, has supplemented its regular benchmark, the RTB Index, with prices of programmatic advertising on HbbTV. In April 2017, TV banners on HbbTV reached a CTR of 2.31% and were sold at an average CPM of €16.53.
Frantisek Bauma, head of product development at R2B2, referred to multiscreen as “the second generation of advertising “, adding “programmatic is the only way to reach people on all devices and efficiently make use of targeting”.
He also said: “Programmatic campaigns should be optimised according to the time of day, day of the week, and the type of device.”
Significantly, last year 47% of all display ads in the Czech Republic were bought programmatically.