ProSiebenSat.1 can charge double the CPM for IP-delivered broadcast ad insertions, compared to classic...
The German broadcaster achieved 27% incremental reach during one campaign for BMW, using a targeted ad insertion solution that delivers static graphical ads via IP that then overlay all or part of the broadcast signal when viewers change channel. The ‘SwitchIn’ product is now the highest priced inventory that ProSiebenSat.1 owns.
A short-list of start-up innovators were asked to present to a panel of senior TV and marketing executives to demonstrate their value to the video advertising ecosystem. Spott makes visual content interactive and shoppable, and the company wants to help media companies move from push marketing to pull marketing. The firm ‘pitched’ to judges in front of the FTVA audience in London.
Netgem is pioneering the concept of an operator-supplied device that integrates the set-top box inside a soundbar. A European telco will make the soundbar STB available to customers before Christmas. Discussions with other operators are focused on three Pay TV strategies: provide value-add that means you can charge something for STBs; Get youngsters engaged with the brand when they stream music to the smart speaker; Encourage multiroom upgrades as the original STB is moved into a second room.
The Sky sales house has moved itself up the value chain so that conversations are no longer about transactions and execution and instead about planning strategy, performance and optimisation, including for unified digital/TV campaigns. The company can compete with digital giants on data and, soon, the size of its targeting footprint.
A study by Ampere Analysis, commissioned by NAGRA, has identified five distinct types of television consumer, each of which must be addressed differently if Pay TV operators want to maximise their loyalty and value. The ‘Content Connoisseurs’, who want content from everywhere and are currently self-aggregating multiple SVOD services, are the most valuable and the fastest growing group but also the hardest to please. The study explains how to make them happy.
Ovum is forecasting that as Netflix growth slows, it is services like Sling TV, NOW TV, Canal Play, HBO Now, WWE Network, Twitch Prime and Amazon Channels that will drive OTT growth. This kind of service currently accounts for one-fifth of the global OTT market but by 2022 they will represent at least one-third, according to Ovum. This subscription linear ‘SLIN’ category is more likely to substitute traditional Pay TV than SVOD is.
The UK’s largest commercial broadcaster will introduce addressable advertising on all its broadcast channels next year, but only on smart TVs. The IP-into-broadcast DAI solution will get the company part-way to where it needs to be. The deal demonstrates that there is no longer a Pay TV monopoly on broadcast addressable capabilities.
The SVOD giant used OTT World Summit to try to convince platform owners across EMEA that they should partner and onboard the Netflix app. The company emphasised how its content is different from what you find on traditional platforms, and often unique, and said it had no interest in sport or news, nor any wish to launch a linear channel.
The Swedish triple-play provider is one of the first Pay TV operators in the world to deploy STBs based on Android TV Operator Tier, which provides a choice of user experience software. The company went open source for its new generation of non-PVR devices to improve time-to-market for hardware and updates, and viewed Android as a good environment if you want to be a super-aggregator.
IBC 2017 was like a graduation party for Android TV and there is little doubt that this open source middleware is about to take its place alongside RDK and proprietary options. The Operator Tier version appears to have changed everything by allowing service providers to manage their own UX. RDK is still strongly supported, but that is not what people have been talking about this autumn.