Hybrid Ads

The DMAX HYBRID ADS project launched in the first quarter of 2021 represented the first television advertising campaign developed in Spain and with Spanish technology with direct interaction between the broadcaster and the viewers.

Description

With the explosion of Smart TVs in Spain, Addressable TV has arrived, a new form of advertising to homes thanks to HbbTV technology and data. In Spain there is a fleet of connected TV of approx. 10 million devices, thus supposing that in more than 50% of Spanish households we find a connected TV and ready to enjoy Addressable TV.
The HbbTV technology, which is a hybrid TV that combines TV broadcasts with broadband services, allows to deliver an interactive content synchronized to the frame with the spot of the linear broadcast and serve through a AdServer the requests of each Smart TV in real time to create an experience directed to the end user. Opening the door to the targeted advertising.

The strengths of linear TV, such as the great coverage and notoriety, are combined with the best of the digital environment by allowing the launching of personalized messages to consumers, in a safe environment and obtaining a direct interaction with it.

HbbTV technology allows us to offer a more personalized service to viewers and consumers, which can be editorial or advertising.

This combination of technology and data offers advertisers and media agencies a more selectively segmented market (by geographic, demographic, behavioral criteria ...) that helps increase the profitability of their advertising investments and enhance effectiveness. of your messages, reaching your potential consumers more directly.
This hybrid technology enriches the spot by adding the possibility for the viewer to interact by answering questions and choosing preferences, something that will strengthen the relationship between brands and consumers. This new TV focuses its work on satisfying the interests of each household, which implies an improvement in the user experience of consumers.

Impact

The implemented solution allows DMAX to be at the forefront of the advertising market. The technology implemented allows to synchronize the interactivity with the linear spot and to serve through an AdServer the requests of each Smart TV in real time. Likewise, advanced analytics dashboards are provided to analyze publishing and advertising services campaigns.

Campaign Impressions: 1.500.000
Hooks: 4.059
Ratio Hook: 0,27%
Forms: 793
Ratio Form: 19,54%
Registrations in Landing Advertiser: 609
Ratio Registration: 76,80%