For Sofia Fernandez, commercial director of Discovery, the launch of Hybrid Ads “puts Dmax once again at the forefront of the advertising market and is further proof of the company’s constant desire for innovation in this field. In addition, with the implementation of this new system Dmax will expand its ability to provide an increasingly personalised service to viewers and consumers. It will also offer advertisers and media agencies that trust their investments in our channel a more segmented market that will help increase their profitability and enhance the effectiveness of their messages.”
The HbbTV technology allows viewers to interact by answering questions and choosing preferences, something that will strengthen the relationship between brands and consumers, one of the principles of addressable TV. Hybrid Ads come into being after more than a year of work by the different departments of Discovery, Konodrac and Pulsa, which have achieved a technology that covers the 360º of the needs presented by hybrid advertising: synchronise interactivity with the spot and an Ad Server capable of serving the requests of each Smart TV in real time protected by a privacy manager.
Atresmedia Publicidad, the sales house of Atresmedia channels, has also begun to work on these new formats based on the HbbTV standard.