Subject and purpose of work: This paper presents a novel predictive model for advertising campaigns in IPTV networks that uses the advanced geolocation-based display of advertising messages. Thanks to advanced data analysis and modern geolocation technologies, the proposed model enables the more precise planning and optimisation of advertising campaigns. Advertisers can thus better understand the preferences and behaviours of audiences in different geographical regions. This allows the creation of more tailored and engaging content of programmes and advertisements, leading to higher levels of viewer engagement in the content presented and increasing the effectiveness of campaigns. Materials and methods: For the purposes of the project, data from the IPTV advertising campaign covering from 50,000 to 500,000 displays between 23rd January 2024 and 20th March 2024 were used. The TERYT database and the list of counties were used to increase the precision of target group targeting. Viewer rating and interaction data were collected and analysed to assess the effectiveness of the campaign. The methodology included monitoring the number of channel switches, advertising message views, complete views, the average display time of the advertising message and unique reach in different time periods. Results: The results of the test of the advertising campaign based on switching channels using a remote control show that increasing the number of ad plays clearly improves the effectiveness of reaching the audience. In the beginning, with fewer displays, the chances of an ad being noticed by viewers are moderate. However, as the number of displays increases, these chances increase exponentially, reaching nearly 45% at 500,000 ad plays. The analysis of these results is very important for the effective planning of advertising campaigns. Thanks to these data, advertisers can determine more accurately the number of displays that needs to be planned in order to achieve their marketing goals. The significant increase in the likelihood of reaching the audience with a bigger number of displays indicates that investing in additional views can be cost-effective and lead to the better use of the advertising budget. Conclusions: The project confirmed that precise targeting and optimisation of the number of displays in IPTV advertising campaigns significantly increase the effectiveness of the advertisements. The high rate of complete views and the wide reach of the advertisements attest to the effectiveness of the strategy used. The test results show that smart campaign planning in IPTV can lead to better audience engagement and the more efficient use of the advertising budget. These findings suggest that IPTV has great potential as a modern advertising medium, offering advertisers the tools to effectively reach specific target groups and increase their engagement.