Sofia Digital and Broadpeak enable performance TV advertising via HbbTV
September 9, 2026 10.20 Europe/London By Broadband TV News Correspondent

Sofia Digital and Broadpeak have partnered to bring performance-based advertising capabilities to HbbTV environments, combining targeted advertising, interactive formats and digital ad replacement for connected and digital terrestrial TV (DTT).

The technology companies are demonstrating the joint solution at IBC 2026 in Amsterdam. The partnership is aimed at bringing advertising capabilities commonly associated with connected TV to HbbTV and DTT environments, with a focus on generating additional advertising inventory and enabling direct consumer interaction.

One of the solutions is Broadpeak’s Spot2Spot for HbbTV, developed in cooperation with Sofia Digital. It enables complete advertising breaks to combine targeted advertisements with mirrored linear commercials. According to the companies, this approach can facilitate digital ad replacement on older HbbTV television sets and extend the addressable reach of targeted advertising.

The partnership also introduces Broadpeak Click2 for HbbTV, which adds smartphone-based interaction to TV advertising. Viewers can scan a QR code to pair their smartphone with the advertising experience and subsequently interact with the campaign – a “See, Click OK and Buy Later” approach designed for the lean-back TV environment, according to the companies.

A third component, Broadpeak BannersIn for HbbTV, enables web-based canvases to be overlaid on live streams. This can be used to create clickable L-banner formats and other interactive advertising experiences. The web-based approach is designed to allow advertisers and publishers to deploy different campaign formats without requiring a separate application for each use case.

Broadpeak is seeking to expand performance advertising on connected TV by combining better targeting with formats such as Spot2Spot, BannersIn and Click2. The company is targeting a new generation of advertisers looking to use television for measurable, performance-oriented campaigns. Sofia Digital brings its HbbTV expertise to the collaboration, with the companies positioning the partnership as a way to extend advanced CTV advertising concepts to HbbTV and DTT platforms.