3Cat successfully completes its first advertising pilot using HbbTv

With the objective of measuring the ability to generate incremental coverage on audiences not impacted by the campaign broadcast on linear television, 3Cat has successfully completed its first advertising pilot using HbbTv technology, within the framework of connected television.

In collaboration with the agency Active International and the advertiser Helios, the pilot allowed us to identify the set of devices that had not been exposed to the television spot, and they were shown graphic creativity in format LSKIN, via HbbTv. This standard allows the implementation of a digital and audiovisual advertising model that offers more efficiency, segmentation and real coverage, always with quality criteria and respect for the audience's experience.

In the pilot, 45,410 unique devices impacted through HbbTv did not see the spot on TV. 3Cat served 200,000 prints 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 over the universe of individuals aged 4 years or older in Catalonia (7.78 million). The mean exposure frequency in HbbTb was 1.8 OTS, compared to the 5.4 OTS obtained in the linear television campaign.

This pilot, based exclusively on devices with express acceptance of cookies (thus respecting the Data Protection regulations) confirms that HbbTv represents a solid and measurable way to expand the reach of advertising campaigns, directing messages to real segments not covered by conventional television, within a safe and controlled environment like that of 3Cat.

“This test has allowed us to validate that we can combine the impact of TV with the capacity for digital segmentation, and do so in a manner consistent with the television environment,” the project's technical team highlights.

Con la consolidación de este modelo, 3Cat pone ahora a disposición plantillas gráficas, con opciones de animaciones ligeras y elementos interactivos, para enriquecer la experiencia de marca en formatos como LSKIN. Paralelamente, también está explorando nuevos formatos en vídeo dentro del mismo entorno HbbTv, actualmente en fase piloto.