Published:  1.6.2017

Press release
Digita Oy and MTV Oy
1.6.2017

Digita Oy and Swedish Bonnier owned MTV Oy have successfully tested a combination of traditional television advertising
and online advertising in the hybrid TV environment. The two companies are
among the first in the world to exploit the opportunities provided by new
television technology.

 

During the testing in the Kainuu area in May, MTV broadcasted online
video advertisements in addition to traditional advertising during commercial
breaks between linear television programmes.

 

“This trial will smoothen the path to targeted TV advertising, in which
advertising is distributed in accordance with the consumption habits of each
linear TV viewer. In concrete terms, this means that you are shown different
ads to your neighbour, based on your own lifestyle and spending patterns,”
says Risto Koivula, COO of MTV.

 

”Digital and linear TV advertising are too often perceived as
highly distinct forms of advertising, despite the fact that the consumer’s
viewing experience is the same: people want to watch good content anytime,
anywhere and on any device. Advertising too should be up to speed with current
trends. The experiences we have now gained encourage us to continue integrating
online advertising with the television environment. We have decided to expand
the scope of the experiment in June. In addition to Kainuu, online
advertisements will be broadcasted in connection with regional advertising in
the Satakunta and Etelä-Savo areas,” says Koivula.

 

Digita has a long history of developing television advertising together
with television companies. Hybrid television is becoming more common in
households, which is opening up new possibilities for commercial television.
Digita’s objective is to bring these within the reach of Finnish advertisers;
the recently completed trial was one example of this.

 

“In technical terms, we succeeded extremely well in combining
traditional and online advertising. The objective was to broadcast online
advertisements without disrupting the viewer experience. The new advertising
solutions offered by Digita’s hybrid television enable us to combine linear
television and online advertising in an unprecedented way, which makes
television advertising an ever more competitive advertising environment,” says Teppo Ahonen, Business Unit Director at
Digita.

Over the last few years, Digita has introduced additional services for
television advertising, an example of which is interactive advertising on
television. The recent experiment is a further step towards introducing such
additional services.

Media contacts:

 

Digita Oy, Business Unit Director, Video Delivery Services, Teppo Ahonen, teppo.ahonen@digita.fi, mobile +358
40 563 0299

MTV Oy, COO/CTO Risto Koivula, risto.koivula@digita.fi, mobile
+358 40 543 3434

 

Digita Oy transmits radio and television programmes to everyone living in every
corner of Finland every day of the year. We also apply the latest digital
technology in order to develop and offer versatile online television and radio
services. In addition, our service portfolio includes comprehensive IoT
services based on our nation-wide network, as well as world-class Data Centre
Services. Our clients are media houses and mobile and broadband operators that
provide the very best contents.

 

MTV Oy of Finland, part of Swedish Bonnier Corporation, is
Finland´s largest commercial television company. Its core is strong news
offering and biggest entertainment on television and on-line. MTV´s roots are firmly
in television´s early days in 1950s Finland, and today the free channels MTV3,
Sub and AVA, and the free online service MTV Katsomo, are popular among the
nation. 

MTV’s all
premium content is now available in the new C More streaming service as well
as on linear pay-TV. C More’s foundation is built on strong local offering that
comprises of most popular sport, domestic and international drama and movies
for all ages.