Case Study

SK broadband boosts revenue on linear TV with TrueView

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Google Ad Manager

SK broadband is an IPTV operator and broadband internet access provider in South Korea.

The challenge

SK broadband was facing challenges monetizing their linear TV inventory with non-skippable ads. In particular, they were experiencing low eCPMs and a low match rate, prompting them to seek a solution to increase open auction demand without impacting viewer satisfaction.

The approach

To address these challenges, SK broadband integrated TrueView skippable ads into linear TV. This approach opened their inventory to a wider range of Google Ads advertisers. To ensure a seamless viewing experience, these skippable TrueView ads were strategically placed at the end of ad breaks.

The results

  • 4x
    Match rate
  • 7x
    eCPM
  • 65x
    Daily Revenue

*comparison of monthly performance before and after Trueview adoption

We were initially concerned about potential user backlash to skippable ads on TV screens. However, during a month-long test conducted with Google, we didn't receive a single user complaint. This positive result can be attributed to the technical groundwork we laid to ensure a seamless transition to content after a user skips an ad. Given the significant improvement in ad revenue performance observed with skippable ads, we are now confident in aggressively expanding this inventory.

— Shin Seung Sik, VP of Commerce & Advertising Office, SK broadband

  1. Publisher results 2025. Individual results may vary.

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