From transmission to participation
RTL 102.5 chooses 22HBG to revolutionize the TV experience, turning the viewer into a protagonist.
The need
RTL 102.5 wanted to go beyond the traditional TV app concept and create an interactive environment on Smart TV, capable of engaging the audience in real time, integrating video content, call-to-action, dynamic banners, data, live events and sponsorships.
Goal: To evolve from a broadcasting platform to a relationship platform.
The solution signed 22HBG
In less than 100 days, we developed a HbbTV proprietary, native, stable and fully integrated into RTL’s editorial flow.
What we accomplished:
- Immersive interface, optimized for remote control navigation, with customized sections and updatable editorial feeds
- Dynamic footer for call-to-action, QR code, sponsors, event information
- Interactive side panel for audience messages and sponsored content
- Full-remote content management via proprietary multichannel CMS With cross-platform synchronization (web, app, TV)
- Integration with data systems and addressable advertising for targeted and geolocated monetization
The results
- Return rate above 30% on TV apps with weekly update
- Average dwell time: 6 minutes and 42 seconds
- CTR on interactive content between 9% and 12% (vs. 0.5% on the web)
- Adoption on more than 4 million HbbTV-compatible smart TVs
- Advertising CPMs 40% higher than linear TV
(Data source HbbTV Association, ProSiebenSat.1, IAB Europe – see more on HbbTV.org)
Technologies and services used
- HbbTV 2.0 platform
- CMS Modular 22HBG
- Dedicated hosting and full managed support
- User tracking systems and real-time analytics
- RTL UX/UI Customization
Why it works
RTL 102.5 has transformed its TV offering into a modern, flexible and monetizable Social TV, with a proprietary platform that evolves along with editorial. A solid base for events, campaigns and branded contentdevelopment on Smart TV.
Next steps
The project is designed to be scalable to new RTL channels and open to premium advertising partnerships, with first-party data logic and advanced targeting. Find out how we can adapt this technology to your station: Contact us.