Photo: Adam Kliczek, http://zatrzymujeczas.pl
It will initially be offered via HbbTV on its three leading TV channels, namely TVN, TVN7 and TTV.
However, it will soon also cover TV devices connected to the internet, with an active player.pl application and smart TVs available in the cable and satellite environment.
Commenting on the development, Piotr Tyborowicz, director of the Advertising Office at TVN Media and a member of the board of TVN Warner Bros. Discovery, said: “The idea of addressable TV was born as a response to the specific needs of marketers – we strived to reflect in our offer their expectations regarding the method of planning and optimizing modern marketing communication. Addressable TV is currently widely discussed around the world, but there are few markets where these solutions are commercially available. Thanks to this particular initiative, we join the small group of entities that offer the purchase of personalised TV commercials, and the technology we have developed to replace any advertisement in each advertising block is a novelty on a global scale, so far not offered by any other entity”.
There are currently 800,000 HbbTV-enabled households in Poland.
Furthermore, HbbTV is becoming increasingly popular following the transition to the DVB-T2 standard, completed in June this year.
