According to the company, there was a 340% year-on-year rise in such HbbTV campaigns.
Commenting on the trend, Iva Nesrstova, product manager, HbbTV FTV Prima, said: “We are very pleased that clients have found their way to the new advertising formats offered by HbbTV, but we are even more pleased with the fact that clients are returning to HbbTV advertising”.
The biggest increase in advertisers was in the switch-in ad format, which is shown to viewers as a Red Button when they switch to a station. In the first half year, the number of switch-ins increased by 429%.
Significantly, the popularity of the Red Button is on the user as well as advertiser side.
Year-on-year, the time spent on the iPrima application, which gives access to the broadcaster’s archive, increased by 14%.