Commenting on the development, Jan Step, MD of RealityMIX.cz, said: “The real estate catalog on television is another distribution channel for us, where we see a great potential to reach another group of people interested in renting and buying property from our advertisers. Viewers can look forward to simple operation, fast retrieval of properties, geolocation, well-arranged and large photographs, a simple form for entering a phone number or the possibility of using QR code to display a property on a smartphone”.
Prima motes that in addition to expanding the capabilities of the HbbTV platform for viewers, it sees in the application also the business potential to reach potential clients from real estate agencies, developers and financial houses.
Petr Hatlapatka, head of online sales of Media Club, which is responsible for selling advertising for Prima, added: “Thanks to HbbTV technology and the use of geolocation, we are able to ensure that our partners communicate their offer only in the region – or in the catchment area. The client can thus choose whether to use locally targeted communication or nationwide intervention. Minimum financial and time-consuming preparation of materials is standard for HbbTV. At the same time, we are able to measure everything in the same way as in classic online advertising”.
The RE/MAX network of real estate agencies has become a partner of the application and promo campaign at launch.
Marek Kontris, marketing director of RE/MAX, added: “At RE/MAX, we support new technologies and realise that getting the bids on the largest home screen is an opportunity to make our portfolio of advertised properties of our business network more visible”.
According to the latest ATO measurement – Nielsen Admosphere, Prima Group will reach 2.2 million viewers with a red button.
Prima Group currently operates eight TV channels and six radio stations.