3Cat has run its first advertising pilot, using HbbTV technology over connected TV.
The public media body for Catalunya said its objective was to measure the ability to generate incremental reach among audiences not impacted by the campaign broadcast on linear TV.
The initiative was carried out in collaboration with advertising agency Active Internacional and the advertiser Helios. A set of devices that had not been exposed to the TV spot was identified, and a graphical creative in LSKIN format was shown to them via HbbTV.
During the course of the pilot, 3Cat recorded 45,410 unique devices impacted via HbbTV that did not see the spot on TV; 200,000 impressions were served in the LSKIN format, demonstrating a high efficiency in the conversion between impressions and reach.
“This test allowed us to validate that we can combine the impact of TV with the targeting capabilities of digital, and do so in a way that is coherent with the television environment,” said the project’s technical team in a statement.
They added the pilot confirms that HbbTV represents a solid and measurable way to extend the reach of advertising campaigns, delivering messages to real segments not covered by conventional television, within a safe and controlled environment like that of 3Cat.
