Wolfson Theatre 19 March
Thursday 19 March 2020
11:45 – 13:15
Addressable TV will not replace national ‘reach-everyone’ advertising but will be an essential offering from any self-respecting platform operator, commercial channel or ad-supported streaming service. We take a look at how media owners implement this technology and how marketers can use it. Should free-to-air channel owners sign up to their nearest AdSmart equivalent or wait for FTA platforms to develop some ad-tech, maybe using HbbTV? How do small platform operators get into this game – by maybe turning to Google? We explore these themes and more, including the barriers to deployment and how we break them down.
How Channel 4 can harness AdSmart, and the implications for advertisers
- The deal that makes Channel 4’s sales house, 4Sales, an AdSmart partner for broadcast TV in the UK
- The footprint that will be available for addressable advertising, across Sky and Virgin Media Pay TV homes
- The broadcaster advantage – offering mass-reach linear advertising with broadcast addressable and targeted streaming
- Delivering a unified view of advertising across broadcast and streaming, linear and on-demand, and addressable: how?
- The implications for advertisers when Channel 4 linear inventory is opened to addressable; The feedback so far from ad-buyers.
Head of Trading, Channel 4
The unique role for Pay TV operators in the addressable advertising value-chain
- The opportunity for Pay TV operators to become a valuable data and technology partner to advertisers and channel owners seeking addressable TV
- Using STB data and viewing analytics to ID household composition and life moments like sports or food fans present, recent home movers, elderly couple, recently retired…
- Targeted ad delivery including player-level insertion, real-time and network-based serving, STB multicast-to-unicast stream switching, inventory management, ad decisioning and campaign management
- The value of first-party operator data for addressable advertising: opted-in and GDPR-compliant, always up-to-date, complementary to third-party data, and ready to match against advertiser target segments.
- How advertisers can use their deeper understanding of consumers inside a Pay TV home – like serving the car model creative suited for young singles or families.
EVP, Innovation, Viaccess Orca
The road to HbbTV-based, free-to-air addressable TV
- Our commitment to broadcast-to-IP stream switching as a way to overlay and later replace broadcast signals with IP-delivered ads
- The HbbTV standards that support IP-into-broadcast content substitution, and when TVs/STBs supporting the higher-end 2.0.1 spec will be widespread
- How we are using HbbTV today, for graphical ad insertion with targeting on HbbTV 1.5 specification devices and above
- Barriers to full ad replacement, including frame accuracy and UX concerns, and the need for consistent buffering and switching performance across devices
- The road to frame accurate addressable TV advertising in the free-to-air market, commercially deployed at scale – next steps.
European addressable TV: value, tech and collaboration
- The growth drivers in the U.S. addressable TV market, and whether similar trends can be found in Europe
- How addressable advertising in the EU can benefit everyone, from Pay TV providers and broadcasters to end consumers
- What Pay TV and broadcasters must do to compete with monopolistic video market entrants, and enable addressable advertising at scale
- Avoiding the mis-steps witnessed in digital; Making sure the whole ecosystem benefits; Supporting the way that TV is traded today
- The capabilities that will drive addressable TV, from forecasting to execution, measurement and reporting
- Protecting the subscriber data that is vital to the long-term sustainability of advanced TV advertising.
VP and Managing Director EMEA, Cadent
Panel: How do we achieve mass-scale for addressable TV advertising?
- How can addressable TV boost brand advertising for companies seeking broad reach: is it mainly about cost-effective incremental reach and frequency into light or even heavy TV users?
- Linear and addressable work well together, especially if you know where the next EUR should be spent to optimise cost-per-reach, so is there competitive advantage for media owners that offer both?
- What is stopping more broadcasters from partnering with Pay TV platforms and opening their inventory to addressable, and how do we overcome remaining commercial or technical barriers?
- Is there a viable alternative to HbbTV for broadcast addressable into free-to-air homes; How do we incentivise television/STB makers to support the latest HbbTV specs and get consumers to buy them?
- How valuable are the audiences at non-broadcaster ad-supported streaming services and who will help marketers to target them, and how do we make them part of the wider planning universe?
- What are the main technical and process challenges if we want to grow the addressable TV market – do we need more transparency, common audience definitions, and maybe some standards…?
- Do we need small Pay TV operator footprints to achieve addressable TV scale, and should they partner with larger operators, turn to Google or seek other sales and technology solutions?
 Sky Media’s ‘AdSmart: 5 Years and Forward’ study shows that addressable advertising increases spontaneous ad recall by 10% compared to linear TV advertising, but ad recall is boosted by 49% if addressable ads make up at least half of the ads shown to someone, with the rest being classic linear TV ads. Campaigns including AdSmart alongside linear spot activity are 14% more likely to be discussed with friends and peers by the viewers exposed to them.
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