There are a number of obstacles that addressable TV must overcome before it goes mainstream, starting with the creation of a solid business case for operators to share their audience data and for broadcasters to share their ad revenues. Without collaboration, other markets could follow the German approach, where broadcasters are swerving Pay TV to go it alone with HbbTV. Another barrier is privacy, where the focus should be on transparency as the basis for trust. Media companies will need real-time campaign measurement, a new approach to trading and technical agility.
More and more, consumers today are watching premium live events on multiple screens via satellite and OTT channels. In fact, live streaming is expected...
In sports broadcasting, the balance of power has been gradually shifting away from the traditional satellite providers that once monopolised the industry, as demand for new online channels has emerged. This decade we should expect more sporting occasions streamed via platforms like Amazon Prime and UEFA.TV. Data centres and the cloud enable a pay-per-use model and so greater flexibility when producing big-ticket events, including for the more modestly distributed sports like judo, handball and netball. The cloud means craft editors can log-in from anywhere, spin up a remote edit suite and work directly from the content with no loss of quality, reducing the cost of streaming.
As we enter the era of active content monetisation, service providers will have to rely on a combination of data analytics, new bundling strategies, smart content curation and anti-piracy strategies to stay competitive. They must embrace client horizontalization, service virtualization and a data-driven methodology to define and evolve their consumer propositions – all while claiming their super-aggregator role and ensuring continuous solution renewal.
This article looks at the specific cutting-edge trends and innovations emerging in the U.S. that European broadcasters can use to redesign and upgrade their HbbTV and OTT solutions. The aim is to help European broadcasters benefit from innovative trends being rolled out across the Atlantic and provide a guide for revamping their systems, so they are more competitive in a global market and ready to take on future market demands.
It is vital that broadcasters find a solution to piracy and the BISS-CA standard could be the answer, drastically increasing the level of content protection available. Developed by EBU with ATEME and Nevion, BISS-CA is a protocol that enables real-time entitlement management for content streams over any network. It uses symmetric AES and asymmetric RSA cryptography and carries all entitlement credentials in-stream. It allows media rights holders to grant and revoke points of reception dynamically in real-time, and the protocol can be used with additional safety measures like watermarking.
Addressable TV will be an increasingly important topic in the year ahead. The technology is readily available for advertisers to selectively segment TV audiences and serve different, targeted ads within the same programme. But addressability is about far more than just the next technical development. After concentrating on ‘making it work for me’ for the past five years, we must now focus on ‘making it work together’. Addressable is now moving from the innovation phase to the early adoption phase, which will require collaboration across the industry to ensure it is delivering its full potential and reach across Europe.
A series of controlled lab studies on category-based targeting have shown that attention and enjoyment of ads are more attributable to creative quality than relevance. It is more important for an ad to be ‘good’ than ‘relevant’. The studies suggest that addressable advertising does not improve ad recall and brand recognition, while targeting and relevance alone does not affect ad engagement or reduce ad avoidance. Optimising frequency for addressable ads is critical – especially for new and unfamiliar brands.
With their unique blend of content and data, broadcasters are in a strong position to co-exist alongside GAFA. Ad-tech vendors help broadcasters unify their data, combine digital and traditional audiences, and pursue revenue models based on more targeting. Addressable TV marries the best of digital and TV and is receiving a great deal of attention from European broadcasters, where they are helped by the widespread adoption of the HbbTV standard. Addressable TV is a powerful countermeasure against tech giants.
How can we build a richer picture of who’s watching what, to take the TV/advertising value exchange to the next level? Inside video content, you can find all the hidden answers you need to better serve advertisers and re-imagine experiences, looking beyond demographic data to determine what someone wants to watch and how, with a new understanding about their interests, hobbies and product inclinations. Through AI-driven insights generated through millions of metadata, TV service providers can build the user profiles of tomorrow.