HbbTV Symposium final · HbbTV Symposium final Author: Sebastian Busse Created Date: 12/4/2015...
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SMARTCLIP ADDRESSABLE TV www.smartclip.com 12/4/15 HBBTV IN THE CONTEXT OF TV ADVERTISING LONDON, 8 th of DEC
Transcript of HbbTV Symposium final · HbbTV Symposium final Author: Sebastian Busse Created Date: 12/4/2015...
SMARTCLIP ADDRESSABLE TV
www.sma r tc l i p . com12 / 4 / 1 5
HBBTV IN THE CONTEXT OF TV ADVERTISINGLONDON, 8th of DEC
SMARTCLIP IS ADDRESSING THE „BIG SCREEN“ SINCE ITS EARLY DAYS. ADDRESSABLE TV INTO BROADCAST IS CLOSING THE LAST GAP
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ON SMART TV PORTALS
APPS ON SMART TV’S, SET-TOB BOXES,
GAMING CONSOLES
SERVING IP DELIVEREDADS INTO
LINEAR BROADCAST
APPS IN BROADCAST VIA RED BUTTON
www.sma r tc l i p . com
HBBTV AS ENABLER FOR ADDRESSABLE TV -DELIVER A SPECIFIC TV COMMERCIAL TO AN INDIVIDUAL DEVICE
TRADITIONAL TVONE-TO-MANY
ADDRESSABLE TV ONE-TO-ONE
ADDRESSABLE TV ENABLES REAL TIME AD DELIVERY AND BY THIS „CONNECTING THE DOTS“ BETWEEN TV AND DIGITA
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REACH
STANDARDIZATION(FORMATS + PROCESS)
ESTABLISHED BUSINESS
REAL TIME DELIVERY
AD SERVER TECHNOLOGY
DATA BASED 1:1 TARGETING
www.sma r tc l i p . com
OEMs OPERATORS BROADCASTER
ADDRESSABLE TV – A COMPETETIVE GAME ABOUT AD BUDGETS WITH BROADCASTERS GETTING PRESSURE FROM DIFFERENT AREAS
OPERATING SYSTEM
▪ STANDARD TECHNOLOGY▪ BROADCASTER DRIVEN
▪ PROPR. TECHNOLOGY▪ OWN STB ECOYSYSTEM
ACR(AUTOMATIC CONTENT RECOGNITION)
▪ FRAGMENTED MARKET
▪ STILL LACKING RELEVANT FOOTPRINT
▪ DO NOT HAVE ACCESS TO BROADCASTER AIR TIME
ADVERTISINGTV + DIGITAL
HBBTV AS EUROPEAN WIDE AND COMPREHENSIVE STANDARD ALLOWS SCLABLE ADDRESSABLE TV ADVERTISING
BROADCAST
DVB-SDVB-TDVB-C
Application hostingAd serving + Tracking
www. s mar t c l ip . c om
PROOF OF CONCEPT: SPORT1, SMARTCLIP UND P&G
722/09/15
ANALYTICS FOR BROADCASTERS AND ADVERTISERS
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ADDRESSABLE TV DATA- REAL-TIME -
▪ CAMPAIGN DATA, e.g.▪ NET REACH▪ UNIQUE HOUSEHOLDS▪ ALLOCATION BY REGION▪ ...
▪ BROADCAST DATA, e.g.▪ VIEWING BY PROGRAMME▪ SESSIONS AND UNIQUES ▪ RETENTION TIME▪ ...
ADDR. TV ADVERTISING REQUIRES A RESILIENT AND SCALABLE PLATFORM FOR THE WHOLE ADVERTISING VALUE CHAIN
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ADDRESSABLE TV PLATFORM
Programm SchedulingSystem
Ad-‐Placement Controlling System
Data MgmtPlatform(DMP)
SSP -‐ Real Time Planningand Buying
Data Analytics &
Visualization
VideoAd Server
SUPP
LY (B
ROAD
CASTER) DEMAN
D (ADVERTISER)
HbbTV Framework
www.sma r tc l i p . com
NUMEROUS CAMPAIGNS OF GLOBAL BRANDS HAVE BEEN REALIZED VIA THE SMARTCLIP ADDRESSABLE TV PLATFORM IN 2015
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www. s mar t c l ip . c om
THANK YOU, AND STAY TUNED!SEBASTIAN BUSSEDIRECTOR ADDRESSABLE [email protected]
10/19/15
