HbbTV: A Fresh TV Format That Delivers Results

Looking for a new way to engage your audience that's both cost-effective and efficient? HbbTV combines traditional television with interactivity and offers affordable formats even for medium-sized businesses.

As part of our repertoire, we offer a media format that fits these needs—and the good news is that it's affordable even for medium-sized companies. It’s a TV campaign in the HbbTV format. If you’ve avoided including television advertising in your media mix due to high costs but still recognize the power of TV, HbbTV is the ideal solution for you.

HbbTV (Hybrid Broadcast Broadband TV) extends the capabilities of smart TVs with interactive features. Advertising within HbbTV allows viewers to see banner ads directly during the TV broadcast. By pressing the red button on the remote control, the viewer is redirected to an application with several options:

• playing a video spot

• submitting contact information

• browsing promotional leaflets

• viewing a product gallery

• displaying static creative and messages

Based on our experience with HbbTV campaigns, we’ll look at a successful collaboration with the client E.ON, during which we tested key HbbTV templates—in cooperation with both TV Nova and Mediaclub.

Tested formats:

• Quiz with video playback

• Standard format Switch-In

• Extended format Strip-In

Quiz with video playback: In this format, viewers were asked a simple question related to energy. Each answer was linked to a colored button on the remote. After selecting a response, a message about reduced energy prices appeared, followed by the video spot.

This format is ideal if you want to engage viewers right from the question shown on TV. It allows room for creativity and humorous answers. Its main advantage is a high click-through rate and a high percentage of spot completions—where we recommend using a 6–10 second format for full view-through. The rate for this quiz format ranges from CZK 395 to 400 CPT, depending on the provider.

Basic banner format Switch-In: Switch-In is the classic and most affordable HbbTV format. It displays a 300x300 px banner in the lower-right corner of the screen, prompting viewers to press the red button.

This format is ideal for simple messages that can be effectively communicated even in the limited banner space. Thanks to its lower cost, it's a great entry point into HbbTV advertising—especially if you have a compelling offer that boosts CTR. The rate for the Switch-In format ranges from CZK 315 to 350 CPT, depending on the provider.

Large banner format Strip-In: Strip-In is an expanded version of Switch-In with a significantly larger display area. It provides more space for creativity and for presenting the main campaign message.

This format is practically unmissable, which results in a higher CTR. Although it comes at a higher cost than the basic format, it remains entirely reasonable when compared to other media types offering a similar level of viewer attention.

The rate for the Strip-In format is CZK 405 CPT with the Mediaclub provider.

Summary: If you're looking for media channels that will elevate your brand perception and extend your media mix from purely digital into television, HbbTV is a clear choice. It offers a simple yet playful way to reach your target audience at an effective cost and through a still-unconventional communication method.

It’s important to remember that TV is watched by multiple viewers at once, which lowers the cost per reach—making HbbTV a highly attractive and efficient channel. Connected TV formats are currently among the most effective media tools, capable of reaching more than 50% of households.