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Scandinavia: First addressable TV advertising

R-Kioski and Sanoma have launched HbbTV addressable TV campaigns with technology solutions from Digita and Icareus. Icareus provided its’ addressable TV HbbTV platform to introduce new and innovative TV advertising formats for the first time ever in Scandinavia.

Sanoma is a Finnish media conglomerate operating magazines, newspapers, radio channels, pay TV and four free-to-air TV channels. R-Kioski is the largest kiosk chain in Finland and a big advertiser in Sanoma’s media platforms. Digita is the national terrestrial TV operator in Finland that operates and offers addressable advertising services to Finnish broadcasters based on Icareus Addressable TV HbbTV advertising solution.

R-Kioski’s TV advertising Campaign on Sanoma’s four TV channels included HbbTV display ads on terrestrial TV network using Icareus ActiveAd -concept. The L -shaped display ads were synchronized with the TV broadcasted commercial and activated up to 4 per cent of viewers with the call-to-action included in the HbbTV part of the ad. Viewers were given possibility to order a mobile coupon that entitled to a free bottle of water that they could redeem at R-Kioski.

Icareus’ Director Mr Mikko Karppinen says that “We are extremely happy to be part of this pioneering work in Scandinavia. It is fruitful and rewarding to see that all the parties involved, including viewers, see clear advantages in utilising addressable TV to get a direct connection between viewers and advertisers”.

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