The new era in TV advertising is here

Until recently, it was quite unthinkable to have two-way communications between a broadcaster or cable operator and the viewer on DVB-X systems. But in the last few years, the use of hybrid Set-Top Boxes, OTT services, and smart TV sets have changed the game quite a bit. Also, with the growth of TV sets that support the HbbTV standard, operators that don’t offer STBs for their customers can interactively communicate with their viewers.

The change

Things are beginning to change, as cable users have been left behind in terms of interactivity, as opposed to IPTV users, with new technologies. This is especially true in TV advertising, where linear TV hasn’t offered much in the way of metrics, HbbTV and hybrid TV platforms offer a big step up in terms of collecting data from users. Furthermore, the user can now actively participate in sending back information via “the red button” and simple text inputs.

As our use cases show, HbbTV offers a great variety of campaign types, where advertisers and broadcasters can not only segment and target specific viewers but also get feedback from them by selecting different options or even apply to a certain event by sending their phone numbers or emails. This opens a whole new pool of possibilities for creating entertaining contextual campaigns with high user engagement, effective calls to action, and can even be executed programmatically.

The measurement

Furthermore, one of the biggest pains in TV advertising was the fact that advertisers couldn’t measure the effect of the advertising campaigns, as they only had limited metrics, to begin with. This meant that their investment was made blindly and the pricing was based purely on the estimated reach of viewers, without any segmentation. With new technologies, this has changed to the extent that we are used to web or mobile advertising. Now, advertisers can segment exact target groups and show them the appropriate content. Additionally, precise measurement enables tracking of impressions/clicks/conversions so they can keep an eye on every penny spent on TV advertising.

With that in mind, implementation of the new technology can be relatively simple and straightforward. In regions where smart TVs are widely spread and most users use DVB-X networks, Castoola offers a cloud-based platform that can be implemented either by a broadcaster or a network operator.


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