R2B2 launches content targeting on HbbTV in Slovakia

Now there is a new targeting option for programmatic advertising on HbbTV in Slovakia. Advertisers can target viewers based on the content they are watching. So far, it is available on three TV stations: Markíza, Doma, and Dajto.

Content targeting, which R2B2 has been offering for nearly a year in the Czech Republic, has now spread to Slovakia, broadening the programmatic buying options for ad space on HbbTV.

Advertisers can target viewers according to criteria that correspond to the nature of the programs they are currently watching. In practice, this means that the ad will only start running during programs that match the selected targeting. Advertisers can choose from genres such as action films, dramas, or comedies. Even program topics such as TV series, travel, science, and technology help refine the reach. It is also possible to target viewers by sociodemographics.

“We’re glad that our content targeting is now available in Slovakia. With this type of automated targeting, we are simplifying the process of buying ads on HbbTV by eliminating the need to manually search for corresponding TV programs and set up several advertising plans,” says David Kratochvíl from R2B2.

Thanks to HbbTV technology, the ads are displayed on TV screens in an Internet layer accompanying traditional TV broadcasting. The ad formats available include banners and video ads.