Wolfson Theatre 19 March

Addressable TV

Wolfson Theatre
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.

11:45

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.

Ed Chalmers, Head of Trading, Channel 4

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Ed Chalmers

Head of Trading, Channel 4

11:55

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.

Alain Nochimowski, EVP, Innovation, Viaccess Orca

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Alain Nochimowski

EVP, Innovation, Viaccess Orca

12:15

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.

12:25

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.

John Tigg, VP and Managing Director EMEA, Cadent

 

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John Tigg

VP and Managing Director EMEA, Cadent

12:40

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[1], 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?

References

[1] 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.

Léon Siotis

Léon Siotis

President Europe
SpotX

Adrian Stroud

Adrian Stroud

Senior Director - Advanced Advertising
Liberty Global