The Czech sales agency Media Club has with its technological partner KINET developed a new advertising platform which allows clients to quickly and automatically purchase the Switch-In advertising format on HbbTV.
Known as AD SIMPLE, it has since the beginning of this month been available for advertising agencies and clients at www.adsimple.cz.
Commenting on the development, Petr Hatlapatka, sales director of the online division of Media Club, said: “Over the past two years, we’ve seen a 68% increase in programmatic online advertising revenue. We wanted to give the option of automated purchase to clients even in the HbbTV platform, where the possibility of implementing classic programmatic systems is very limited. Together with KINET, we have therefore developed a new tool for clients that offers convenient purchase of advertising in HbbTV. Campaigns can be regionally targeted at up to one region, or a combination of regions – this gives the possibility of advertising even to regional advertisers, or advertisers with lower advertising budgets”.
During the spring, Media Club tested the platform on selfie campaigns of the Prima Group. Then in June and July, beta testing took place with three agencies – Marketup, Effectix, Magnas Media, which specialise in digital marketing and automated purchasing.
Katerina Srbova, HbbTV manager of the Prima Group, added: “We subjected the entire AD SIMPLE platform to a thorough beta test on selected client campaigns. Apart from the actual deployment of the campaigns, we were also interested in user feedback from future users”.
Jan Kovarik from KINET said: “Based on feedback from Prima and users, we updated the tool at the beginning of July. During development, we emphasized the clarity of the application as well as its simplicity, easy management and evaluation of campaigns, which we think we succeeded in”.
