The Czech broadcaster Prima has introduced a new advertising format named Max Reach which combines TV and HbbTV spots.
The first commercial campaign using the format initially saw a spot campaign run on all the group’s TV channels from Febraury 21-28, reaching 2,772,000 viewers in the 4+ age group.
According to Katerina Srbova, product manager of Prima’s HbbTV group, “Subsequently, in the week of March 1-6, we saw the Switch-In format for viewers who had not seen the TV spot before and had an active red button (HbbTV), with the maximum frequency of the Switch-In display on one device being twice. The Switch-In format added another 1.1 million unique viewers to the campaign. The combination of TV advertising and the red button managed to reach a total of 3.872 million viewers”.
Prima notes that HbbTV also allows for precise geo-targeting or targeting of a version of HbbTV or a TV manufacturer. Another way to use the knowledge of TV behaviour is to supplement the frequency achieved by the TV spot using the HbbTV format.
Srbova added: “The Max Reach format can also target devices based on whether or not a given TV show ran on them, which we tested very successfully in the self-promotion campaign for the Zoo series, when we showed Switch-In to viewers who watched the latest episodes of Slunecna. with creativity enticing to our new flag series”.
