Session Two : Opening up the market for advanced advertising
Until now, advanced advertising has been the work of pioneers and early-adopters in Europe, but as its impact is seen in revenue and profits, the whole TV industry will need to catch up. We explore new technologies that could help broadcast addressable TV advertising to ‘break-out’ beyond Pay TV ecosystems, and consider how the industry can minimise the complexity and cost associated with data-driven and targeted buying.
Tuesday 20 March 2018
11:30 – 13:00
Why Connected TV is an under-utilized advertising resource that is ready for take-off
- Why advertising still lags audiences when streaming to TV sets; Why more services will shift to ad-supported models in Connected TV
- The unique opportunities for marketers when digital advertising is served to big screens and ‘lean-back’ consumers
- Insights from our ‘TV in Transition’ study, including ad acceptance levels and response rates when consumers watch Connected TV
Managing Director EMEA, Telaria
Making addressable TV advertising a standard part of media planning and buying
- Why advertisers want large addressable-enabled audiences and easy access to them – ideally with a unified view of campaigns
- How Finecast is trying to unify all addressable TV inventory sources across Pay TV, free-to-air, broadcaster streaming and OTT services…
- …And make it easy to wrap VOD and linear viewers, whether using set-top boxes, Roku devices, laptops or game consoles, into one buy
- Why we think media owners should cooperate by ‘opening up’ their inventory, including those who have pioneered data-led targeting
- How the supply-side can help us unlock budgets our clients want to move into addressable: harmonizing some of the ad processes
Enabling ‘broadcast’ linear addressable advertising using IP-streamed advertisements within HbbTV 1.5
- Our tests using HbbTV 1.5 to dynamically insert targeted ads, which are IP-streamed to STBs and Smart TVs, into DVB linear broadcasts
- The results when Johnson & Johnson and MediaMarkt targeted audience segments on ProSieben MAXX, replacing standard TV spots
- Where HbbTV fits into our addressable ambitions: the potential for national reach for addressable, without relying on Pay TV partners
- Our established use of IP-into-broadcast ad insertion with SwitchIn, where targeted interactive ads appear after changing channels
- Targeting options available, including behavioural, and what they mean for our advertisers and for the value of our inventory
- How Johnson & Johnson and MediaMarkt were able to target homes that missed their ‘conventional’ campaign, so boosting reach.
MD - SevenOne Media, ProSiebenSat.1 Group
Panel: Minimising complexity as advanced advertising proliferates
- Are Smart TV/HbbTV IP-into-broadcast addressable solutions a game-changer, giving channel owners more independence from Pay TV?
- What are the priorities if we want to reduce the complexity and cost of addressable advertising, and any standardisation needed?
- Is programmatic proving to be the win-win we hoped for: what impact on advertising efficiency, performance and yields?
- How can we better monetize live and VOD streaming using ads; Is the future of ad-supported free viewing safe online?
- What are the operations and workflow challenges when juggling multi-platforms and maybe multiple addressable tech ecosystems?
- What role for operators who lack the tech or sales resources to build an addressable product – plug STBs into third-party systems?