Spanish technology company Konodrac has launched a new system designed to transform traditional television self-promotion into an automated, data-driven marketing tool for connected TV environments.
Called Smart Self-Promotions, the solution aims to help broadcasters move beyond conventional on-air promos by introducing automated, segmented and measurable promotional campaigns across connected TV and hybrid broadcast environments.
The platform is designed to address the growing fragmentation of TV audiences as broadcasters expand distribution beyond linear channels to include interactive services and OTT platforms. The system enables marketing, promotion and continuity teams to shift from mass, generic promotions towards targeted campaigns based on real census-level audience data.
The technology allows broadcasters to optimise promotional planning, reduce unnecessary impressions and activate specific audience segments such as current viewers, non-viewers or lapsed viewers, according to Konodrac. The system also enables measurement of editorial return on investment by target group and territory.
A key element of the platform is the integration of interactive features through HbbTV technology. Using open hybrid TV standard, the system can trigger interactive call-to-action elements directly from the linear broadcast stream.
This enables viewers to access content portals, download broadcaster apps or activate cross-platform viewing through dynamic QR codes. Additional interactive options include watching programmes from the start, accessing synopses or trailers, viewing content on VOD, adding programmes to favourites or setting alerts for upcoming broadcasts.
According to Konodrac, the system replaces largely manual promo management processes with automated planning based on actual audience behaviour, including dynamic segmentation, household or device-level frequency control and territorial targeting. It also offers full funnel analytics covering real impressions, interactions, conversion to viewing and return metrics such as D+1 and D+7 performance.
“Channels are already investing inventory in self-promotion,” said Jordi Gilabert, CEO of Konodrac. “The difference now is that they can convert that inventory into an automated system for acquisition, recovery and measurable audience activation. This turns self-promotion into a real tool for OTT acquisition and installed-base growth, integrating linear and digital into a single strategy. It also represents a significant reduction in operational and production costs.”
