Display & Video 360 (Google) adopta el HbbTv en su plataforma

DV360, Google's programmatic solution to manage and optimize digital campaigns in multiple formats and channels, is committed to integrating HbbTV (Hybrid Broadcast Broadband TV) technology into its platform.

Thanks to this technology, with DV360 advertisers will be able to not only unify media, but also maximize coverage and frequency, thus taking advantage of the full potential of digital advertising integrated into linear television.

Television networks, which are betting on complementing their traditional advertising models with new solutions, find in HbbTV technology their best ally to reinvent themselves and take advantage of the power of digital advertising. This revolution mixes the best of two worlds: traditional television with the infinite potential of technological development.

In Spain, More than 32 million people already consume television through a Smart TV connected to the internet, with constant growth in penetration in homes: from 47% in 2021 to 65% in 2024. DV360 is already exploring the potential of HbbTV with the integration of large audiovisual groups such as Atresmedia and Mediaset, in the search for media unification at levels never seen before, offering broader coverage and an optimized frequency.

Change in the rules of the linear TV game

In a world where digital consumption continues to grow, HbbTV technology is driving a new way to plan the purchase and sale of advertising space on linear television through a hybrid model that combines the massive reach of traditional television with the personalization, segmentation and measurement capabilities of digital advertising.

HbbTV technology allows integrate digital advertising into linear broadcasts traditional advertising through impressions served over the Internet, transforming the advertising experience on television. In this way, a person who is consuming linear television through a Smart TV connected to the internet will receive digital advertising without altering the content of the broadcast.

To do this, DV360 makes two formats available to advertisers: digital overlays in display or L-Shap formate, which are shown on the television broadcast, and the formats Ad Replacement. The latter allow linear ads to be replaced by more personalized and effective ones, allowing networks and advertisers to maximize their impact and measure the reach and effectiveness of these campaigns.

Monica Diaz, Head of DV360, comenta que “aunque todavía quedan desafíos por superar en esta transición, los resultados demuestran el valor de estas inversiones. Las campañas HbbTV que hemos lanzado han mostrado un alcance incremental y datos altamente favorables, a la vez que ofrecen a los anunciantes oportunidades únicas para personalizar sus mensajes y maximizar el impacto de sus campañas”. “El futuro de la televisión es 100% híbrido. Desde DV360 queremos liderar la transformación de la televisión lineal de la mano de la tecnología HbbTV al fusionar lo mejor de ambos mundos: la escala de la televisión tradicional con las posibilidades infinitas de la publicidad digital”.