Home Analysis Implementing broadcaster addressable TV using HbbTV: new Videonet webcast

Implementing broadcaster addressable TV using HbbTV: new Videonet webcast

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What do broadcasters and content owners need to know to fully leverage HbbTV 2.0.1 to support addressable TV advertising? On Tuesday, July 16, Videonet is hosting a live webcast that will provide answers. The one-hour discussion, which includes RTL Group (whose German operation revealed a world-first in summer 2017 when it switched embedded advertisements within a broadcast signal for an IP-delivered advertisement, using HbbTV), describes the mechanics of delivering ads over IP for insertion into broadcast streams.

HbbTV 2.0.1 enables opportunities to target advertising using technology that is independent of Pay TV operators and distinct from broadcaster owned-and-operated streaming services. Vewd and SpotX will also provide their insights, ensuring a 360-degree view of the value chain. Another major European broadcaster is expected to join the panel.

This webcast will discuss:

  • The benefits of a standards-based ad insertion solution for the TV and device market
  • Market penetration of HbbTV devices that support IP-into-broadcast content substitution, including free-to-air hybrid set-top boxes, smart TVs and connected TV streaming devices
  • Technology capabilities within the HbbTV 2.0.1 standard, including how to implement HbbTV-enabled addressable TV
  • The rationale for including HbbTV ad insertion on devices that already include broadcaster OTT apps
  • Compatibility and interoperability between HbbTV and the broadcast backoffice and associated ad-tech
  • Efforts to include HbbTV ad insertion in the new HbbTV-TA (Targeted Advertising) standard

We will review earlier efforts to use IP-into-broadcast technology for advertising in Europe, but this webcast will focus on the use of HbbTV 2.0.1 as the basis for true ad replacement. It will consider the work needed to ensure accurate insertion and a good user experience – taking into account the capacity of IP networks, live/linear concurrency, device-side pre-caching and messaging between the device and network.

Confirmed speakers are: Henry Rivero, VP Advanced Advertising & Innovation, RTL Group; Frode Hernes, SVP of Product Management, Vewd; and Leon Siotis, Chief Revenue Officer, SpotX. This webcast is free, and if you listen live you will be able to ask our panellists questions. The content will also be available on-demand.

You can register for the webcast here.

More on this subject

Videonet has been tracking the rise of IP-into-broadcast advertising capabilities and you can link to some of our coverage here:

The rise of IP-into-broadcast ‘hybrid’ linear addressable advertising

World first, as RTL and partners perform IP-into-broadcast real-time ad replacement

ProSiebenSat.1 can charge double the CPM for IP-delivered broadcast ad insertions, compared to classic linear

Broadcasters and DTT market must control their own addressable advertising destiny, or face serious risks

The alternative approach to household-addressable linear TV advertising

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