In the digitalizing world, television advertising is evolving with new and innovative solutions as viewer habits change rapidly. In this context, a company called TheAdTV has taken a remarkable step in the advertising world by offering clickable ads on the home page of televisions.
Interactive advertising model on smart televisions: TheAdTV
The clickable advertising technology that appears on the home page of Philips brand smart televisions creates a new interaction opportunity for brands. This innovative solution on the home screen of televisions offers a different and effective way to reach viewers in digital advertising.
Founded by Naz Soysal Arıkal and Faruk Emre Kocuk in Istanbul in July 2024, TheAdTV was launched to carry out smart television (CTV) homepage advertising activities in Turkey, Europe and the MENA region using the Titan Operating System (Titan OS) infrastructure.
This technology offers viewers the opportunity to encounter advertisements directly when they turn on their televisions or press the HOME button on the remote control. Thus, a new way is provided for advertisers and brands to reach the target audience.
TheAdTV’s first collaboration using this technology was with TAB Gıda and the Burger King brand. In this campaign, Philips brand smart television users saw an advertisement for the Chicken Big King Menu on the home page when they turned on their televisions. Users were able to order the menu directly via the Click and Come platform by scanning the QR code in the advertisement.
This campaign stood out as a prime example of how ad technology can transform user experience. TAB Gıda Media and Digital Marketing Department expressed their satisfaction with being the first brand to experience this new advertising model and stated that this model is important in terms of understanding user habits and increasing visibility.
Following this first successful campaign, the company continues to grow in the field of CTV homepage advertising by collaborating with major brands such as Türkiye İş Bankası, Volkswagen, BMW, Intel and İşGYO. TheAdTV, which is active on a total of 4.5 million devices in Europe, receives approximately 1 million daily views on Philips brand smart televisions in Turkey.
The company’s goal is to spread this technology to 90 million devices with new agreements. The company, which has agreements with the operating systems of televisions, plans to have a larger device inventory globally after completing the contract processes with other television brands.
TheAdTV operates as the only company in Turkey that does not yet have a competitor in the field of CTV home page advertising. The company states that it offers an important solution to the difficulties of reaching audiences in a distributed media environment.
For advertisers with an audience spread across digital streaming platforms, the television homepage offers the advantage of being the first content the viewer encounters. In this way, brands and advertisers can reach audiences directly and deliver their campaigns more effectively.
TheAdTV’s future goals include expanding this advertising model both in Turkey and globally by collaborating with more brands in the field of television advertising. While the company plans to continue its sales activities at a certain CPM price until the end of the year, it aims to increase the impact of advertisements on the home page of televisions on the audience. This innovative advertising model continues to attract the attention of brands as it is the first content that the audience encounters when the television is turned on.
The clickable advertising technology offered by TheAdTV opens a new era in television advertising for both brands and users. While the company aims to become a global player by spreading this technology to more television models and regions, it is rapidly progressing towards becoming an important solution partner in the advertising world.