Markíza taps Hybrid for HbbTV interactive ads

Slovakian commercial broadcaster Markíza Group has launched interactive commercial advertising based on the HbbTV platform.

The Markíza Group has begun offering HbbTV-based interactive advertising on its Markíza, Dajto and Doma channels. The group said it was offering commercial advertisers up to seven interactive ad types and a range of targeting methods.

Markíza has tapped Prague-based Hybrid Company to deliver the technology for the service.

Markíza is also offering programmatic buying of ad inventory via the DSP Adform platrform, enabled by R2B2 and Hybrid Company via the R2B2 AYM monetization solution.

“The newest TV digital trends has been rolled out to the Slovakian TV market which has a great opportunity to exploit HbbTV’s fantastic potential. Our goal, as in the Czech Republic, is to effectively capitalize this premium digital area from a long-range perspective in favour of the whole TV market – broadcasters, advertisers and of course viewers,” said Lukáš Hnilička, Hybrid Company CEO.

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