Motion Screen
Motion screen is a new premium advertising format distributed via HbbTV. It replaces video to seamlessly run client campaigns without interrupting linear video. Motion screen comprises sequences of dozens to hundreds of rapidly changing images that can overlap, creating a dynamic visual effect resembling video. Preloaded creatives ensure smooth execution. We use Motion screen in collaboration with TV broadcasts or to display shorter versions of client spots. It's an attention-grabbing format suitable for various targeting options, including Max REACH.
Description
We often had requests from our business partners for a video that would be displayed in a linear layer. For technical reasons it is not possible to play 2 videos in a linear layer at the same time. We solved the situation where the linear broadcast continues and the video with the client's advertising message runs over/on top of it with a new advertising format called Motion screen. As the name implies, Motion Screen is a dynamic visual experience crafted from a sequence of swiftly changing images rather than conventional video. These images can range from dozens to hundreds and are preloaded to guarantee seamless playback, offering video-like quality. We employ Motion Screen in two main capacities: 1. Playing with the TV broadcast - we cover the whole screen, and the message cooperates with the content in a linear layer. This interaction can involve erasing drawings, using an eraser/pen, or freezing the screen as part of the client's campaign (e.g., promoting freezing boxes). 2. Simplified TV spot - In this scenario, the sequence of images in the Motion screen aligns with the client's TV spot. This option is especially popular for Max Reach targeting or clients with limited budgets who prefer local targeting (Photo Voltaic option). For seamless campaign execution, Motion screen images are preloaded, enabling rapid image transitions. We can target campaigns using our full range of targeting options, including Max Reach, geolocation targeting, TV manufacturer targeting, program-specific targeting, and more. We create Motion screen creatives in-house, tailored to each client's needs. Our excellent graphics department, in collaboration with our creative sales team, ensures that campaigns meet high aesthetic standards. The benefit is that the client's campaign appears within a program (rather than in an ad break) and the client/self-promotion enjoys sole visibility on the screen.
Impact
Motion Screen has attracted new clients and generated additional revenue for our business. It addresses the display of short video content within linear broadcasts through the HbbTV platform, without disrupting or stopping linear video. Motion Screen captures 100% of the viewer's attention, enhancing the effectiveness of our client's advertising campaigns. It falls under the premium advertising format category, with a maximum of two displays per viewer per month to maintain exclusivity and prevent viewer overload with large ad formats. Our outstanding creative team tailors campaigns to each client, ensuring not only effectiveness but also aesthetic appeal. Motion Screen campaigns achieve higher CTRs than traditional campaigns. Viewers can click through Motion Screen to any client application and even utilize multi-button campaigns, allowing for interaction with various client applications (useful for contests or different product offerings). Motion Screen can be targeted using a wide range of targeting options, including Max REACH. Thanks to Motion Screen, we can satisfy the demand for GRP video advertising even when linear advertising space is scarce. When linear advertising space is unavailable, we can still serve clients or self-promotions through Motion Screen. The key advantage over TV spots is that Motion Screen always occurs within a program (not during an ad break), and the client enjoys sole visibility on the screen.
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