HbbTV advertising: The secret game changer for your brand strategy

HbbTV advertising - new ways for your brand presence

The integration of HbbTV advertising into communication strategies helps companies to reach their target groups more effectively. HbbTV advertising combines classic television with digital interactivity so that brand messages are delivered directly and personalised on the screen. Companies benefit from the combination of wide reach and targeted marketing.

Many advertisers have reported that HbbTV advertising has given them new impetus when addressing customers. The technology offers a wide range of possibilities, from interactive offers to the regional targeting of campaigns. This makes it an interesting addition to traditional advertising measures for companies of all sizes.

How HbbTV advertising is revolutionising brand communication

HbbTV is based on a standard that links broadcasting and the Internet. This allows companies to display information in real time in addition to the current programme. Viewers can access additional content or interactive offers via a „red button“.

One well-known application is the addition of direct links to the product to commercial breaks. This allows viewers to find out more directly during a commercial break or order from the online shop - without having to switch TV sets.

Practical examples illustrate the potential:

- A car manufacturer uses HbbTV advertising to offer a 360° view of the new model during the commercial break. This gives customers an interactive product experience directly in their living room.

- In the food sector, companies include recipes and shopping lists when an ingredients advert is shown on the screen.

- Fashion suppliers rely on additional size and colour variants that can be called up at the click of a mouse to encourage impulse purchases.

HbbTV advertising for small and regional companies

Not only large corporations benefit from HbbTV advertising. Small and regional providers in particular benefit from a cost-efficient advertising option with high targeting accuracy. Addressable TV, a form of HbbTV advertising, enables targeted playout by region or other criteria, for example.

For example, craft businesses or local retailers address their neighbours directly via the television and display their messages at the appropriate time of day.

A practical example: a shoe shop advertises its rain shoes in the northern region depending on the weather, while at the same time presenting sandals in southern Germany. This measure creates increased relevance and avoids wastage.

Various companies also use HbbTV advertising within a sector:

BEST PRACTICE with one customer (name hidden due to NDA contract) A regional bakery chain used HbbTV advertising to interactively present fresh breakfast specials in the morning. Customers were able to start a store search via the red button and see daily specials directly on the screen. The campaign led to a measurable increase in sales in the advertised regions.

Crafts businesses often supplement their portfolio with videos that explain the benefits of their services in short clips. The user-friendly navigation via remote control contributes to a high interaction rate.

Targeted approach in marketing planning

HbbTV advertising offers a wide range of targeting options. In addition to geo-targeting, demographic characteristics, times of day or even weather conditions can be taken into account. This makes brand communication more precise and can better serve customer needs.

Examples of this are

- One cosmetics brand presents special sun protection products in summer, while in winter the focus is on skincare products.

- Insurance companies can refer specifically to sports accident insurance in the sports news segment.

- Energy suppliers use the technology to display personalised tariff offers based on user behaviour.

Practical tips for the use of HbbTV advertising

A clear concept is recommended so that you can optimally utilise the added value of HbbTV advertising. The following tips will help you with the implementation:

• Define your target groups precisely and select suitable target regions for your campaign.
• Integrate eye-catching and easy-to-understand calls to action such as „Find out more now“ or „Order directly“.
• Use multimedia content, for example videos or interactive product finders, to improve the user experience.
• Plan the campaign cross-media to create synergies with online and offline activities.
• Have campaign performance measured and optimised with clear KPIs such as interaction rate, dwell time or conversions.

Many marketing managers report that working with specialised coaches helps to develop individual solutions and avoid pitfalls. For example, iROI-Coaching also supports companies in the planning and implementation of HbbTV advertising in a targeted manner.

My analysis

HbbTV advertising opens up new opportunities to strengthen brands and customer loyalty on television. The combination of classic broadcasting with digital functions makes the approach more personalised and targeted. Innovative concepts such as Addressable TV also enable small and medium-sized companies to benefit from a wide reach without breaking their budget.

As more and more households use smart TVs with HbbTV functionality, this form of advertising is becoming increasingly important for successful marketing strategies. Companies that utilise this technology can respond better to individual customer interests and thus sustainably increase their brand awareness.

In order to utilise the full potential, professional support is recommended. iROI-Coaching supports the optimal use of HbbTV advertising - from planning to evaluation.

Further links from the text above:

HbbTV: What is it and what are its benefits? [1]

Addressable TV: How TV advertising also works for small companies [2]

HbbTV: What is it? [3]

Addressable TV: Personalised advertising on television [4]

Hybrid Broadcast Broadband TV (Wikipedia) [5]

How TV advertising is to be made fit for the future [12]

Why TV advertising with addressable TV makes sense for SMEs [8]

For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.