Slovakia's Markíza monetises HbbTV with Hybrid Company

Tuesday, December 5th, 2017
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Slovakia Adopts Commercial HbbTV When Launched By Markíza Group!

PRAGUE, Czech Republic — Interactive commercial advertising via HbbTV technology has been fully employed on the Slovakia television market by Markíza Group. Local leader has already included HbbTV advertising in its business politics. Markíza employs identical commercial formats as in neighboring Czech. Markíza teamed up with Hybrid Company, based in Prague, Czech, that specializes on HbbTV monetization and is considered a pioneer amongst CEE region.

Markíza Group starts to make use of HbbTV’s high commercial potential by employing Hybrid Ads service on its three channels Markíza, Dajto and Doma. Historically, the largest commercial TV group had employed HbbTV back in 2016 and up today provides services such as video archive, news, games and others free of charge. Now, Markíza opens HbbTV to commercial advertisers by offering 7 commercial ad types and several targeting methods.

“The newest TV digital trends has been unfolded to the Slovakia TV market that has a great opportunity to exploit HbbTV fantastic potential. Our goal, as in Czech, is to effectively capitalize this premium digital area from long-range perspective in favor of whole TV market. Broadcaster, advertisers and of course viewers,” introduces Lukáš Hnilička, Hybrid Company CEO.

“We perceive HbbTV as an extension to our current TV services and as a TV in online environment. In comparison to mobile and desktop, there is critical quality of its screen size. I also foresee viewers’ lower ad resistance on HbbTV platform,” states Juraj Máťuš, head of commercial department Markíza – SLOVAKIA, spol. s.r.o.

Online Campaigns also including automatic buying

All Ad formats remains the same as in the Czech Republic while using business model based on price per CPT/CPM. HbbTV campaigns are reportedly known for its high performance when standard Click-Thru-Rate (CTR) moves in between 2-4%. So far, in the Czech more than 180 were executed this year and presents 220% year-to-year increase.

Except from private deals that being executed by Markíza’s online sales department, the programatic buying via DSP Adform is also supported. Automatic buying method is operated by companies R2B2 and Hybrid and its R2B2 AYM monetization solution. This tool has been awarded at the very 1st HbbTV Awards in category Best Use of HbbTV for Advertising and Promotion at this year’s HbbTV Symposium in Rome.

“Markíza’s integration into Hybrid Ads ecosystem is positive message for everyone. HbbTV is now enriched by one more CEE market. This generates various benefits including incremental reach growth or, for instance, standardized cross-country online buying. I expect this trend will continue and we do not remain at the current portfolio of 15 TV channels for long,” claims Hnilička.