AdScribe supports Publitalia ’80 for HbbTV advertising launch
June 20, 2019 12.22 Europe/London By Julian Clover
Targeted advertising is to be presented to Italian viewers that have compatible HbbTV devices.
The service is being launched by Publitalia ’80, the advertising sales house of Mediaset, and is being powered by the Zenterio subsidiary AdScribe.
Campaigns are built and managed using Engage Studio, AdScribe’s HbbTV authoring tool.
“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.”
“This project represents a further step ahead in Publitalia ’80 and Mediaset’s strategy to provide enriched advertising to their viewers with a scalable tool,” added Paola Colombo, general manager, adtech and business development at Publitalia ’80. “In 2019, we will strengthen our offering around HbbTV ad formats, and we selected Engage Studio to help us to rationalize and scale the creation of interactive content.”
Publitalia ’80 have further enabled the interactive advertising features as part of its broadcast product offering, including full integration of campaign metrics with Mediaset’s addressable advertising platform.
AdScribe Engage Studio is a complete, end-to-end multiscreen platform that enables TV platform operators and broadcasters to create and operate an interactive advertising and promotions business.