Better advertising via HbbTV will be more contextually fitting, or more targeted to the viewer. Ads may no longer have to interrupt the program. Instead, they can complement the video content, and allow immediate interaction (e.g. buy now/ find out more) if the viewers find the product interesting.
The advantages of programmatic have been known to internet advertisers for decades, but with HbbTV they are now possible on television.
IPTV and OTT
Dynamic Ad Insertion (DAI) is a technology that allows advertisers to serve different ads to each viewer based on viewer audience insights and ad campaign performance. To compare with TV broadcast commercials where all viewers are served with the same ad. With the direct feedback loop that impression tracking provides, decisions and adjustments can be taken in real-time to optimize campaign performance.
The component responsible for taking these decisions is the ad server.
REAL TIME TV DATA & ANALYTICS
DIGITAL AD TECHNOLOGY
AD EXECUTION & DELIVERY MANAGEMENT
Big data provides numerous opportunities in the advertising industry as it can help navigate the biggest changing factor in the industry – customer behaviour.
Analytics can help media companies to solve decisions quickly such as which formats and channels do customers prefer, which content is likely to be consumed at which time and on what device, in order to develop personalized experiences. As it can also inform with regards to the constant shift in customer preferences, this enables a reduction in customer churn, establishment of alternative revenue channels along with the ability to increase customer acquisitions and retention via data intelligence.
Ultimately, big data creates an ecosystem where customer experiences are at the forefront. After all, the media advertising industry succeeds on the end-user experience it creates.
In Europe, GDPR came into force in May 2018, creating a specific framework to deal with targeted advertising. GDPR makes it more expensive to obtain opted-in third-party datasets and puts legal constraints on the collection of users’ consent. By complying with GDPR, TV operators agree that they will obtain permission from viewers to use their data. It also gives viewers the power to access, delete and stop sharing data.
Giving viewers more control over their data can actually benefit TV operators. It establishes trust between viewers and the TV operator. Additionally, it makes viewers more apt to watch ads. When someone watches an ad that they know is based on a respectful use of their data, their acceptance level of the ad increases.
Beyond regulatory challenges, there are business and technical challenges involved with collecting and analyzing television viewer data. TV operators have to make sure the targeted ad is relevant. This can be achieved by accurately collecting, analyzing, and match profiling viewer data. Operators can either collect viewer data themselves or from third parties. When collecting data internally, operators need to make sure the data collected is very high quality and accurate.
Operators can gain better insights by using artificial intelligence and machine learning technologies.
Working with Castoola
Analyzing the inventory
potential and defining the
with third party
executing and reporting
on ad operations
inventory and business