Nova to Use HbbTV for Advertising

Nova TV of the Czech Republic plans to introduce commercials using HbbTV during the autumn.

Analyst Comment

HbbTV was designed as a system to allow broadcasters to create connections between broadcast content and OTT material. As far as I know, this was not originally intended for advertising, but there is no technical reason that it should not. The technology allows advertising to be more customised to individual than it would be by broadcast, although that suggests collecting data about the user and Samsung has already been in trouble in Germany over data collection.