Interactive HybridTV advertising – a new way of advertising
Published: 3.2.2020
Television is a powerful and effective medium that can be used to reach large numbers of consumers very efficiently. The new, interactive hybrid TV advertising that is now available combines the strengths of the traditional television advertising reaching masses with the strengths of online advertising.
Hybrid TV provides advertisers with new tools for creating television advertising through the familiar elements of online advertising, as direct interaction with viewers sitting on their couches at home is now possible! The effectiveness of hybrid TV advertising can now be monitored from the numbers of TV audience to cash flow.
The number of hybrid TV terminal devices is currently around 500,000, with approximately half being used actively on a daily basis. According to Digita’s estimate, there will be up to 1,500,000 hybrid TV devices in 2020. This creates excellent potential for advertisers.
Hybrid TV – direct access to the target group
Interactive TV advertising can be targeted and genuine interaction with viewers created through various activation elements.
Consumers are activated with commercials merely through a press of a remote button. Advertisers can monitor the effectiveness of interactive television advertising from the tv audience numbers to cash flow. Hybrid TV advertising is currently possible on both Sanoma and MTV channels.
Hybrid TV advertising is effective:
Television is a powerful mass medium and, according to research, it is also the most effective. Large groups of consumers can be reached through television in real time, and people can be influenced through storytelling at an emotional level.
It is a well-known fact that advertisers can reach large consumer masses through traditional brand messages and, for example, add interaction with consumers through tactical hybrid TV advertising. Results can be achieved effectively when using hybrid TV advertising, for example, during prime time.
Hybrid TV advertising activates:
One of the remarkable features of hybrid TV advertising is that it is very interactive. Advertisements provide a direct connection with the viewer, who reacts to the advertisement from home through the remote control.
Hybrid TV advertising can be easily combined, for example, with a larger brand campaign as an activation feature for a more limited target group. For example, activation can be implemented through an L banner shown on hybrid TV.
Hybrid TV advertising is measurable:
Advertisers are now provided with access to hybrid TV advertising data in real time. To how many households was the advertisement broadcast? How many viewers interacted with the TV’s advertising interface? How many of the activated consumers made a purchase? All this is now available in real time, which makes the development of marketing campaigns increasingly data-driven.
Would you like us to tell you more about hybrid TV advertising? Email us: sales@digita.fi