The Czech national commercial broadcaster Prima has tested a new ad format in HbbTV.
Prepared together with the Czech Red Cross and aimed at educating viewers about delivering first aid, its targeted switch-in was displayed to almost 100,000 viewers and the click-through rate averaged 3%.
Commenting on the test, Iva Nesrstova, HbbTV product manager, said: “Although we did not start testing until the end of the season, the results exceeded our expectations. At the same time, we are pleased that this campaign has helped educate viewers in the basics of first aid. According to the measurements, 95,294 viewers who were interested in providing first aid entered the application”.
The new HbbTV advertising format, which gives clients the ability to convert switch-in campaigns to specific shows, can be exclusively purchased from Media Club.
