As part of its HERO Program, Technicolor has pre-integrated the Hoppr addressable advertising application onto its Android TV set-top boxes, and the solution is ready to roll with network service providers. The managed service does not require the operator to invest in ad-tech or ad sales. The inventory is created within the navigation menus the operator controls. When it comes to finding new operator revenue streams, this is viewed as low-hanging fruit.
Future of TV Global has it all – top-level marketing theory, implementation strategy and the ad-tech details. This two-day knowledge-hit includes Les Binet discussing brand and activation budgeting in the digital age and adidas revealing why it is reducing the use of short-term metrics. The London conference explores the emerging market for non-broadcaster ad-supported streaming, TV as an activation medium, and how TV can better serve digital-first brands. Theories about how brands grow are tested, and there are sessions dedicated to addressable TV in Europe and the power of broadcast industry collaboration.
Eluvio has created a distribution network that ingests content and then decomposes it into its most basic elements like binary data, metadata and programming code, then reconstitutes these elements into video streams at the edge. This solution can be used by production companies, like when delivering master files, but as a disruptive technology its greatest impact could be when distributing video direct to consumers, where it has the potential, on paper, to supersede CDNs. For ABR distribution the new architecture effectively builds streams at the edge, on demand and just-in-time, from the constituent parts – avoiding the need for network file storage and duplication.
The Smart Media Device is a new category of gateway with set-top box functions plus a voice assistant (possibly more than one) that uses a built-in far-field microphone and speaker. With this platform situated in popular rooms, service providers can impress consumers with ‘skills’ like telling them their Wi-Fi password. There are new value-add opportunities – like enabling ‘Ageing in place’ services. The SMD can harness the television set for visual feedback. When it comes to delivering smart home services, this device could overtake computers and tablets in terms of ease of use.
Ruwido has been showcasing three key design strategies for the modern remote control: user identification as a gateway to greater personalisation; smartphone pairing as a way to integrate with smart home applications and non-operator entertainment like Spotify; and more use of the remote when the television is off. The user identification relies on what the vendor calls ‘biometric haptic’ technology and can tell an operator who is in front of the TV within seconds.
Entries to the Videonet Connected TV Awards 2020 will be judged by senior executives from DAZN, Canadian Broadcasting Corporation, Viacom International Media Networks, RTL, YouView, Tele2, Bonnier Broadcasting, ITV, BT, Vodafone Group, Sky, OMD EMEA and Publitalia ’80, plus experienced industry consultants who work with tier-one media owners.
The DVB arrived at IBC with renewed vigour and a big plan – to provide the standards-based, multi-vendor interoperability that could make streaming more like television. In a world-first demonstration, it combined DVB-I, multicast ABR and low-latency streaming – what it believes are the building blocks for the post-broadcast age. If you want a simple analogy for what DVB is offering, it is a DVB-T type initiative, except the Internet replaces terrestrial (and satellite and cable) as the delivery mechanism.
The Videonet Connected TV Awards have returned and are 100% focused on the television marketplace, showcasing stand-out innovation and leadership. The awards are organised by Videonet magazine and the judging panel features 14 top executives who are currently working for a service provider, broadcaster or media agency, alongside highly respected consultants.
Buyer sentiment, taken as an average, is far more positive towards television than it was even two years ago in Canada. There is an acknowledgement that TV works, including for short-term objectives, though a need to prove it more effectively. Media owner innovation is happening, but slowly. There are concerns locally about price inflation and price transparency.
The widely deployed 1.5 version of the HbbTV specification supports full replacement of broadcast ads with IP-delivered ads, but cannot guarantee frame accuracy. Workarounds have been suggested like inserting a broadcaster ident at each end of the ad break to give televisions and STBs more switching time. The 2.0.1 HbbTV spec introduces better synchronisation and pre-buffering, and work is ongoing to accelerate switching times. Device support, consistency and minimum standards remain an issue. The roadmap to HbbTV addressable is established, but there are notable hurdles to overcome.