3CAT full advertising pilot with HBBTV technology

With the aim of measuring the ability to generate incremental coverage on audiences not impacted by the campaign broadcast on linear television, 3Cat He has successfully completed his first advertising pilot using HBBTV technology, within the connected television frame.

In collaboration with the agency International Active and the advertiser Helios, the pilot allowed to identify the set of devices that had not been exposed to the television spot, and a graphic creativity in format was shown LSKIN, through HBBTV. This standard allows implementing a digital and audiovisual advertising model that offers More efficiency, segmentation and real coverage, always with quality criteria and respect for the experience of the audience.

In the pilot, 45,410 unique devices impacted through HBBTV did not see the spot on TV. 3CAT served 200,000 impressions in LSKIN format, demonstrating a High efficiency in conversion between impressions and coverage. This impact represents an estimate of 111,709 unique individuals, equivalent to an incremental coverage of 1.44 points on the universe of individuals 4 years or more in Catalonia (7.78 million). The Average exposure frequency in HBBTB was 1.8 OTS, compared to 5.4 Ots obtained in the linear television campaign.

This pilot, based exclusively on devices with express acceptance of cookies (thus respecting what is regulated in data protection) confirms that the HBBTV represents a solid and measurable route to expand the scope of advertising campaigns, directing messages to real segments not covered by conventional television, within a safe and controlled environment such as 3cat.

"This test has allowed us to validate that we can combine the impact of TV with the capacity for digital segmentation, and do it in a way consistent with the television environment," they stand out from the technical team of the project.

With the consolidation of this model, 3CAT now makes graphic templates available, with light animations and interactive elements, to enrich the brand experience in formats such as LSKIN. At the same time, it is also exploring new video formats within the same HBBTV environment, currently in a pilot phase.