AdScribe has announced the delivery of next-generation, targeted advertising to Italian TV viewers on compatible HbbTV devices.
Mediaset Group’s advertising sales house Publitalia ’80 can now build and manage campaigns using Engage Studio, AdScribe’s HbbTV authoring tool.
Publitalia ’80 has further enabled interactive advertising features as part of a broadcast product offering, including full integration of campaign metrics with Mediaset’s addressable advertising platform.
Engage Studio will add greater creativity and scaling of campaign creation through its intuitive and user-friendly interface, supporting a wide variety of ad formats from static banners to interactive applications with embedded video.
The tool also allows operators to build and deploy campaigns faster and with more creative freedom than traditional template approaches. The advertiser receives detailed reports on all interactions, as well as any data the viewers opt to submit.
“Partnering with Publitalia ’80 is further proof that our efforts are going in the right direction and that our Engage Studio platform is well-positioned within the next-gen TV ecosystem,” said Donal O’Connor, CEO at AdScribe.
“Interactive advertising is already a reality for broadcasters, creating new ways to keep and increase viewers’ engagement and offering publishers and brands digital-like formats to promote their products on the TV screen,” he added.