Sport1 overlayed IP-delivered ads into broadcast signals in 2015, without fully substituting them, as an interactive ‘wrap-around’. ProSiebenSat takes a similar approach with its SwitchIn product. Last year RTL fully replaced ads inside the broadcast signal with ads that were delivered over IP, as a proof-of-concept. Now the DVB is using this approach as the basis for its future linear addressable advertising standard for the broadcast market.
The French TV industry has been lobbying the government to reform the regulation that prevents household targeting in linear television, and it is hoped that addressable [linear] advertising could get the green light this year. In anticipation, Orange and CANAL+ have been getting ready – first with catch-up trials and now with linear IPTV that uses a smart multicast-to-unicast ‘tuning’ application for ad insertion.
Broadcasters and DTT market must control their own addressable advertising destiny, or face serious...
After studying whether the DTT broadcast market needs addressable TV advertising, the DVB has concluded that it does – and will be put at risk without it. The new Targeted Advertising standards initiative is designed to deliver a broadcaster-friendly technical framework that puts them in control of their own destiny, with the work of HbbTV at the heart of it.
Live/linear TV still has huge value to advertisers as it delivers mass concurrent viewership at a time when audiences are becoming more fragmented. Born-online media firms can see the attraction, and are increasingly interested in sports. To keep their dominant position, broadcasters need to maximise the value of their online distribution. Dynamic ad insertion is one solution, but it must be combined with better user experiences.
Since hitting an AVOD market share low in 2016, the Swedish broadcast group has bounced back and digital viewing is now driving overall revenue growth and profit. The company is confident that a combination of great content, transparent trading and reporting, and careful use of first-party data gives it an advertising advantage over born-online rivals. Now the broadcaster wants to move as much of its inventory as possible from linear into digital.
The company behind Guinness and Baileys is worried about brand-safety, digital transparency, the effectiveness of media spend and the impact that the wrong media choices could have on brands that took hundreds of years to build. Its new ‘trusted marketplace’ requirements stipulate strict brand protection, transparent pricing models and minimum viewability, among other things.
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.
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.
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.