Publitalia ’80 launches HbbTV advertising in Italy
Details
Michelle Clancy
| 22 June 2019

Mediaset Group’s advertising sales house, Publitalia '80, has launched next-generation, targeted advertising to Italian television viewers on compatible HbbTV devices.

It has partnered with AdScribe, a subsidiary of Zenterio, to use Engage Studio, AdScribe's HbbTV authoring tool, to build and manage campaigns.

AdScribe Engage Studio is an end-to-end multiscreen platform that enables TV platform operators and broadcasters to create and operate an interactive advertising and promotions business. With Engage Studio, operators and broadcasters can promote their own content and services or generate revenue from third-party advertisers. Engage Studio supports a wide variety of ad formats from static banners through to fully interactive applications with embedded video.

Publitalia '80 has enabled the interactive advertising features as part of a broadcast product offering, including full integration of campaign metrics with Mediaset's addressable advertising platform.

The advertiser receives detailed reports on all interactions, as well as any data the viewers opt to submit. In some cases, viewer data may be auto-populated from a subscriber database.

"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 rationalise and scale the creation of interactive content."