HbbTV: The key to contextual advertising on CTV

The implementation of HbbTV allows ÉxitoTV advertisers to create personalized advertising campaigns in real time, adjusting ads according to the content the viewer is viewing. This contextual association, powered by artificial intelligence and real-time video analysis, guarantees greater relevance of advertising messages, capturing the public’s attention more efficiently. Instead of interrupting the flow of content, ads appear in L-Shape format, a non-invasive arrangement that ensures the viewer continues to enjoy your program while receiving the advertising naturally.

In addition to the L-Shape format, HbbTV offers the possibility of inserting complete advertising spots, segmented to reach the target audience more precisely. This targeting capability allows brands to tailor ads based on viewer demographics, interests, or behaviors, ensuring messages reach the right people at the right time. Thus, ÉxitoTV maximizes the effectiveness of advertising campaigns, offering both contextual advertising and segmented spots that increase the relevance and impact of each advertisement.

This format has established itself as one of the most effective ways to capture attention without interfering with the user experience, which has led ÉxitoTV to offer this solution on the main networks in the country. Both Mediaset, Atresmedia and TV3 have integrated HbbTV technology into their platforms, allowing brands to maximize their visibility and generate a greater impact on viewers. Connected Television, powered by HbbTV, is thus presented as an ideal environment to generate dynamic, relevant and, above all, memorable advertising campaigns.

Measurable results and successful campaigns

The advantages of this technology are not only seen in the viewer experience, but also in the results for advertisers. According to recent studies, campaigns using HbbTV in combination with the L-Shape format improve advertising recall by up to 32% and increase desirability by 24%, compared to traditional non-contextual advertising. A notable example is the case of Contextu-Ads, Publiespaña’s innovative solution that uses this technology in Mediaset, achieving outstanding results for brands such as NIVEA, whose “Repara & Cuida” campaign generated a precise thematic association between content and advertising.

ÉxitoTV has brought this same innovation to its campaigns on Atresmedia, Mediaset, TV3 and on all television stations in Spain, where advertisers can benefit from the precise segmentation offered by HbbTV. With this technology, brands have the ability to display their key messages at the most opportune time, increasing the relevance of the ad in the right context. The use of the L-Shape format reinforces this strategy, guaranteeing that the impact of advertising is high without disturbing the viewer.

ÉxitoTV, leader in advertising innovation in Connected Television

By integrating these advanced solutions into the main television networks in Spain, ÉxitoTV positions itself as a leader in the application of contextual advertising on CTV. The ability to adapt advertising messages in real time, together with the non-invasive layout of the L-Shape format, makes ÉxitoTV campaigns a powerful tool for advertisers seeking to maximize the effectiveness of their campaigns on Mediaset, Atresmedia and TV3.

Advertising on Connected Television is not only the future, it is the present. Thanks to HbbTV technology and ÉxitoTV’s innovative strategies, brands can connect with their audience in a more effective way, achieving greater impact and recall. This technology is already a reality in Spanish homes, and ÉxitoTV is at the forefront of this advertising revolution, offering campaigns that are as innovative as they are successful.