3Cat has completed its first HbbTV advertising pilot, leveraging connected TV technology. The Catalan public media organization aimed to assess its capacity to expand reach among viewers unaffected by their linear TV campaign. This initiative, a partnership with advertising agency Active Internacional and advertiser Helios, involved identifying devices unexposed to the initial TV advertisement.
A graphical creative in LSKIN format was then displayed on these devices via HbbTV. The pilot yielded remarkable results: 45,410 unique devices, unseen on linear TV, engaged with the HbbTV advertisement, generating 200,000 LSKIN impressions. This signifies a high efficiency rate in converting impressions into reach.
“This test allowed us to validate that we can combine the impact of TV with the targeting capabilities of digital, and do so in a way that is coherent with the television environment,” stated the project’s technical team. They further emphasized that the pilot proves HbbTV offers a reliable and measurable method to broaden advertising campaign reach, effectively targeting segments conventionally missed by traditional television, all within the secure and regulated framework provided by 3Cat.