Video: Introduction to DVB’s Targeted Advertising specifications

Addressable TV is coming to DVB with targetted advertising specifications. Famously Sky has been one of the main driving forces behind addressable TV in Europe. Sky’s AdSmart technology, launched in 2014 has long allowed advertisers large and small to target very specific viewers. In 2017 DVB spotted the need for an interoperable standard for targetted advertising and today we are seeing the results of their work to date. Usually, broadcasters can charge a premium for targetted advertising which brings them on a par with the ability of the large streaming giants to target ads to their customers. Sky has found that personalised commercials result in 21% more engagement and 35% heightened attentiveness.

Addressable TV has been shown to encourage smaller advertisers to use TV for the first time. Whilst creating a professional advert is not cheap, this is played off against the reduced cost of only targetting a small percentage of households. Capitalising on the localisation possible, Macdonalds, for instance, has used targetted advertising to announce new menus in specific branches.

Targetted advertising shows a promising future for growth, so this seems to be a great time for DVB and HbbTV to be jointly producing standard guidance for the industry called DVB-TA.

Martin Gold introduces the DVB-TA Part 1 – Signalling explaining that this specification is currently going through ETSI for standardisation. DVB-TA accounts for signalling from playout to the encoder, to downstream transcoders/multiplexers and to the receivers themselves. The specification focusses on SCTE 35 and where a receiver can’t understand SCTE 35, there is a way to translate these messages to DSM-CC messages for HbbTV devices. SCTE 35 has been extended and includes a unique programme descriptor and also accounts for PTS adjustments.

Matt Poole follows by talking about Part 2 which deals with communication with ad servers. Matt explains how privacy and working within GPDR has been considered throughout this section. He then talks about the importance of carefully matching the video format of the ad inventory with the viewed channel in order to get the most seamless transition possible and be careful to download the correct file type of asset. Matt then talks about the playoff between reach and perfect user experience.

The talk ends with a 20-minute Q&A session which includes panellists Peter Neumann and Angelo Pettazzi.

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Speakers

Angelo Pettazzi Angelo Pettazzi
Chair of the DVB Commercial Module working group on Targeted Advertising
Consultant at R.T.I. Strategic Marketing, Mediaset Group
Martin Gold Martin Gold
Editor of the DVB-TA signalling specification,
Consultant Architect at YouView TV Limited
Matt Poole Matt Poole
Chair of the DVB Technical Module working group on Targeted Advertising,
Steering group PMO, HbbTV
Peter Neumann Peter Neumann
Platform Solutions Program Distribution,
CBC / Mediengruppe RTL

Video: Optimising Video for Everyone at Once

CDNs are all about scale. Their raison d’ëtre is to help you scale, but that’s no trivial task which is why companies like Akamai exist so you only have to concentrate on your core product, for this talk, online streaming. Akamai’s main game is to move content you provide to them to the ‘edge’ of the network, as close to the user as possible.

The pandemic certainly put the CDNs, as well as telcos, through their paces. In this talk, Peter Chave from Akami talks about the challenges in the scale they’re achieving on a day-to-day basis. Whilst it’s lucky that 2020 was due to be a ‘big’ year in terms of sporting events, the Winter Olympics being but one example, meaning that large capacity had already been planned for, the whole industry has been iterating to get things right as the load has shifted and increased.

In March, Akamai saw a years-worth of growth. The shift in traffic was not just in magnitude but also it was a rebalancing of upload vs download. With video conferences and VPNs used all the more, the asymmetrical design of consumer internet services was put to the test.

Peter explains that companies like Netflix volunteered to reduce the burden by reducing bitrates. This was done in two main ways. One was to simply remove the top level from manifests. The other was to update the players to be much more conservative as they worked their way up through the bitrates. It’s also made some companies consider a switch to HEVC or otherwise which, whilst not being immediate, can have the effect of reducing overall bitrates across your service.

The CDN can also adjust the manifest which is much more flexible since, rather than editing a central file, in the edge in certain geographies and at certain times of day, the CDN can adjust the manifests on the fly. Lastly, Peter explains how Akamai have been throttling the speed at which video chunks are served. For times when a person has a lot more available bitrate than it needs for a video, there is no reason for it to download chunks at 100Mbps, so throttling the download speed helps reduce peaks.

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Speakers

Peter Chave Peter Chave
Principal Architect,
Akamai Technologies

Video: The End of Broadcast?

This discussion asks what the limits are of ‘broadcast’ in a world increasingly dominated by streaming. Whilst services like the BBC’s iPlayer have demonstrated how on-demand can sit alongside live streams of linear channels, the growing world of Disney+, Netflix and Apple TV+ is muscling in on the family television bringing with them different ways of accessing video.

Presented by Ian Nock, chair of the IET Media technical network, this is the 2020 John Logie Baird lecture online. First up, is Chris Wood from OTT specialist Spicy Mango who represents the perspective that OTT is the way forward. This isn’t a fight between screen sizes, he starts by saying, but rather about experiences and expectations. A great example of this is how pause and rewind features have made their way into many linear TV offerings. The convenience to pause a video while you leave the room or discuss it was so powerful that when it was possible to bring it into live, it did. This type of feature migration will continue to happen as the types of service merge.

Chris makes the important point that ‘live TV’ often means linear. There is a lot of live streaming available through Twitch, sports providers like DAZN and companies like Amazon Prime which is not captured separately. This makes it hard to understand how much people are still valuing the live feeling. Live TV, he says, is not going away whatever happens to linear RF transmissions because we need live programming, we enjoy it differently.

Source: DTG

Next, representing the UK Digital TV Group (DTG) is Yvonne Thomas who looks at the fragmented landscape with a large variety of types of VoD service available – subscription, advertiser etc. For the younger audience whose experience of video is predominantly over IP, their experiences become quite fragmented meaning it’s hard for a broadcaster to maintain continuity and relevance. Yvonne also talks about the proliferation of IT needed to watch all this content which can lead to families inadvertently exposing their data or compromising their security.

Nigel Walley from Decipher makes the point that some of our intuitions are wrong. As we see trends evolving, whilst the industry was initially discussing the rise of ‘second screens’, it’s important to realise that some of this was driven by the simple fact that the only place you could watch Netflix of YouTube was your second screen. As consumer electronics manufacturers have made space for ‘Netflix’ buttons and we see Google and Apple with their HDMI connected players, we see people have quickly reverted to watching good content on their best screen; their TV.

Another important point made by Nigel is that as much people companies talk about the ability to individually target viewers and deliver highly customised services, there will always be situations with shared viewing whether they may as well not be logged in as customisation takes much more of a back seat.

Source: OMDIA

Maria Rua Aguete from Omdia challenges our assumptions on who the big players in streaming are. They can be ranked both by revenue and by subscribers. Maria shows us that China Telecom, Baidu and Tencent are in positions 2, 3 and 4 when counted by subscribers. Still, one third of the world’s OTT subscribers are held by Amazon, Netflix and Disney+.
Maria continues to deliver a vast range of timely statistics that help us understand the current situation within the pandemic. She covers the popularity of free services with in the UK, recent M&A activity, the consumers’ rising appetite for video and international channels.

The session closes with a 20 minute Q&A.

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Speakers

Maria Rua Aguete
Technology Fellow & Executive Director,
Omdia
Yvonne Thomas Yvonne Thomas
Strategic Technologist
Digital TV Group
Chris Wood Chris Wood
CTO,
Spicy Mango
Nigel Walley Nigel Walley
Managing Director,
Decipher
Ian Nock Moderator: Ian Nock
Chair, IET Media Technical Network

Video: Case Study on a Large Scale Distributed ST 2110 Deployment

We’re “past the early-adopter stage” of SMPTE 2110, notes Andy Rayner from Nevion as he introduces this case study of a multi-national broadcaster who’s created a 2110-based live production network spanning ten countries.

This isn’t the first IP project that Nevion have worked on, but it’s doubtless the biggest to date. And it’s in the context of these projects that Andy says he’s seen the maturing of the IP market in terms of how broadcasters want to use it and, to an extent, the solutions on the market.

Fully engaging with the benefits of IP drives the demand for scale as people are freer to define a workflow that works best for the business without the constraints of staying within one facility. Part of the point of this whole project is to centralise all the equipment in two, shared, facilities with everyone working remotely. This isn’t remote production of an individual show, this is remote production of whole buildings.

SMPTE ST-2110, famously, sends all essences separately so where an 1024×1024 SDI router might have carried 70% of the media between two locations, we’re now seeing tens of thousands of streams. In fact, the project as a whole is managing in the order of 100,000 connections.

With so many connections, many of which are linked, manual management isn’t practical. The only sensible way to manage them is through an abstraction layer. For instance, if you abstract the IP connections from the control, you can still have a panel for an engineer or operator which says ‘Playout Server O/P 3’ which allow you to route it with a button that says ‘Prod Mon 2’. Behind the scenes, that may have to make 18 connections across 5 separate switches.

This orchestration is possible using SDN – Software Defined Networking – where router decisions are actually taken away from the routers/switches. The problem is that if a switch has to decide how to send some traffic, all it can do is look at its small part of the network and do its best. SDN allows you to have a controller, or orchestrator, which understands the network as a whole and can make much more efficient decisions. For instance, it can make absolutely sure that ST 2022-7 traffic is routed separately by diverse paths. It can do bandwidth calculations to stop bandwidths from being oversubscribed.

Whilst the network is, indeed, based on SMPTE ST 2110, one of the key enablers is JPEG XS for international links. JPEG XS provides a similar compression level to JPEG 2000 but with much less latency. The encode itself requires less than 1ms of latency, unlike JPEG 2000’s 60ms. Whilst 60ms may seem small, when a video needs to move 4 or even 10 times as part of a production workflow, it soon adds up to a latency that humans can’t work with. JPEG XS promises to allow such international production to feel responsive and natural. Making this possible was the extension of SMPTE ST 2110, for the first time, to allow carriage of compressed video in ST 2110-22.

Andy finishes his overview of this uniquely large case study talking about conversion between types of audio, operating SDN with IGMP multicast islands, and NMOS Control. In fact, it’s NMOS which the answer to the final question asking what the biggest challenge is in putting this type of project together. Clearly, in a project of this magnitude, there are challenges around every corner, but problems due to quantity can be measured and managed. Andy points to NMOS adoption with manufacturers still needing to be pushed higher whilst he lays down the challenge to AMWA to develop NMOS further so that it’s extended to describe more aspects of the equipment – to date, there are not enough data points.

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Speakers

Andy Rayner Andy Rayner
Chief Technologist,
Nevion