Technology, TV industry and Partnerships: Takeaways from IBC Show 2022

IBC Show 2022 was a blast, and Castoola would like to thank everyone who took the time at this year’s show to meet with us, learn about our Addressable TV solutions, or stop by to say “hello”. Our team had a great time at the show discussing further opportunities that targeted TV advertising can offer and sharing insights about future developments in the TV advertising industry.

Attracting more than 37.000 attendees and exhibitors from over 170 countries showcasing innovation and cutting-edge technology, IBC was a great way to catch up on the newest trends and offerings in the industry.


Read below for a few of our IBC show observations and takeaways.

  • The next big innovation in the TV industry is targeted TV advertising.
  • Addressable TV has evolved from “nice to have” to “must have.” It is changing the business model of TV operators and has become an essential part of the TV ecosystem.
  • Technology related to targeted TV advertising is getting more and more standardized, bringing benefits to all stakeholders.
  • Tech companies that don’t understand the business side of targeted TV advertising will struggle to succeed in this field.
  • Partnerships are good and necessary to be successful in this complex and competitive ecosystem.
  • Business is still based on people’s trust in one another, so face-to-face meetings are irreplaceable and priceless.
  • When you build relationships and partnerships based on transparency and trust, you will be successful in the long term.
  • The TV industry is facing a lot of innovation and change, which will continue at a very high pace.
  • IBC is not just a B2B event; it is an H2H (human-to-human) event where the most valuable influence comes from meeting with partners and colleagues in person.
  • Everyone wants to take a piece of the advertising cake, but not all of them will get it in the end.
  • Aviation is about people, not planes. We learned this “the hard way” as we experienced the disrupted airport services.