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Unlocking advertising value in unconnected homes
Host: Régis Moulin and Ralph Edeine (EUTELSAT), Emily DUBS (DVB) Reporter: Régis Moulin and and Emily DUBS Session goal: Assess the commercial value of a solution enabling addressable advertising in unconnected environments, discuss potential approaches, and if there is enough interest, initiate a related work item in DVBin DVB
Summary of discussion:
- About 25+ attendees, including CM/TM-TA Chairs, CE manufacturers, Satellite operators, security vendors and ads player providers.
- Consensus that advertising is a key monetization opportunity for broadcasters (especially FTA), and ads are poorly targeted in broadcast, which is a waste. So, there is a need to better tailor ads in cases:
- where there is no connectivity
- where intermittent connectivity (via user phone?) might be possible (but rather used for analytics)
- Targeted markets: FTA in MENA, India, Africa
- Can be used not only for commercial ads, but also for emergency warnings or weather reports (additional value for consumers)
- As a pre requisite, to make traction for broadcasters, we need first analytics
- FTA markets means:
- The solution needs to be economically affordable
- Targeted receivers are low cost
- We need a standard
- To maximize the reach, we need to define the minimum receivers specs we target (as low as possible) and what type of ads / need to profile receivers
- The solution may rely on audience and content segmentation
- For broadcasters, knowing who their customers are is highly valuable, as they can monetize this
- The solution needs to be scalable (e.g., if target 10 countries, we need to send at least 10 different ads)
- The solution will probably require an embedded solution
- New generation of CE devices may integrate such new standardized solution as could be DTH2.0 based on DVB-NIP
- As FTA , preventing a solution as in the US with multiple services delivering Ads synchronised with the media
Next steps:
Most of the building blocks are probably already in place, but a study is needed to define:
⁃ Embedded filtering criteria
⁃ Ads campaign measurement
⁃ Minimum HW profile required for the CE devices
As several members and non-members showed strong interest, a proposal to launch a study mission will be submitted to the CM, likely at the June meeting.
The TM-TA Chair is likely to be in a position to lead such a study as of June/July.