The Slovak national broadcaster Markiza Group has adopted a hybrid ads service on its three channels Markiza, Dajto and Doma.
Markiza, which is owned by CME, began to use HbbTV in 2016 and up until now has provided such services as a video archive, news, and games free of charge. Now, it has opened up HbbTV to commercial advertisers by offering seven commercial ad types and several targeting methods.
Commenting on the development, Lukas Hnilicka, Hybrid Company CEO, said: “The newest TV digital trends has been unfolded to the Slovakia TV market that has a great opportunity to exploit HbbTV fantastic potential. Our goal, as in Czech, is to effectively capitalise this premium digital area from long-range perspective in favour of whole TV market. Broadcaster, advertisers and of course viewers.”
Jura Matus, head of commercial department, Markiza-Slovakia, added: “We perceive HbbTV as an extension to our current TV services and as a TV in online environment. In comparison to mobile and desktop, there is critical quality of its screen size. I also foresee viewers’ lower ad resistance on HbbTV platform”.
Markiza is employing identical commercial formats as those in the Czech Republic, having teamed up with Prague-based Hybrid Company.
