Videonet is hosting a live webcast on Wednesday, February 3 (at 1600 CET / 1500 GMT / 1000 EST) that includes Proximus (the Belgian IPTV provider that is pioneering addressable TV advertising on mainland Europe), MediaKind (which provides server-side dynamic advertising insertion for the Proximus addressable TV advertising service), and Smart AdServer (which will demonstrate how platform operators and broadcasters can open up their addressable inventory to advertisers and make targeted TV buying easy).
Gert Marien, Innovation Manager – TV, Adverts & Digital Media at Proximus, will share his experiences on the road to targeted advertising, explain the value-add an operator brings to this marketplace, and reveal how you establish a win-win relationship with content partners. Proximus launched addressable advertising in 2019 and is showing the way for operators that do not have their own content or an inventory share to incentivise them – a model that will be increasingly important as addressable TV rolls out more widely. Marien will explain the business model Proximus is using in Belgium.
Christophe Kind, Director Market Development, Advanced TV Advertising, MediaKind, will demonstrate how an operator supports per-user targeting across live, time-shifted and on-demand content, working with all ABR formats. The benefits of server-side advertising insertion – including resistance to ad-blockers and avoiding the need to maintain multiple client applications – will be explored. He will show how the unification of alternate content and advertising across broadcast and IP networks optimises costs for platform operators and programmers.
Gérald Sauvageon, SVP Sales Video / Addressable TV at Smart AdServer, will explain how operators can provide marketers with a holistic view of their advertising campaign – ensuring addressable TV does not become a planning silo. He will demonstrate how you can maximise revenues from addressable TV inventory, exploring the role of programmatic alongside direct sales and the extent to which programmatic can now match broadcast compliance standards.
With targeted TV advertising providing one of the most significant new revenue opportunities for both platform operators and broadcasters this decade, this webcast considers how you build the foundations for successful, sustainable and frictionless targeted TV advertising offerings. A key part of the discussion is how platform owners and content providers can work together to enable ad replacement within premium inventory at a scale that advertisers are interested in – and why they should do it.
The webcast is free. The speakers will take live audience questions and where necessary their answers are complemented with slides.