RTL Archives – The Broadcast Knowledge

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

It’s very clear that internet streaming is growing, often resulting in a loss of viewership by traditional over-the-air broadcast. This panel explores the progress of IP-delivered TV, the changes in viewing habits this is already prompting and looks at the future impacts on broadcast television as a result.

Speaking at the IABM Theatre at IBC 2019, Ian Nock, chair of IET Media, sets the scene. He highlights stats such as 61% of Dutch viewing being non-linear, DirecTV publicly declaring they ‘have bought their last transponder’ and discusses the full platform OTT services available in the market place now.

To add detail to this, Ian is joined by DVB, the UK’s DTG and Germany’s Television Platform dealing with transformation to IP within Germany. Yvonne Thomas, from the Digital Television Group, takes to the podium first who starts by talking about the youngest part of the population who have a clear tendency to watch streamed services over broadcast compared to other generations. Yvonne talks about research showing UK consumers being willing to have 3 subscriptions to media services which is not in line with the number and fragmented nature of the options. She then finishes with the DTG manifesto for a consolidated and thus simplified way of accessing multiple services.

Peter Siebert from DVB looks at the average viewing time averaged over Europe which shows that the amount of time spent watching linear broadcast is actually staying stable – as is the amount of time spent watching DVDs. He also exposes the fact that the TV itself is still very much the most used device for watching media, even if it’s not RF-delivered. As such, the TV still provides the best quality of video and shared experience. Looking at history to understand the future, Peter shows a graph of cinema popularity before and after the introduction of television. Cinema was, indeed, impacted but importantly it did not die. We are left to conclude that his point is that linear broadcast will similarly not disappear, but simply have a different place in the future.

Finally, head of the panel session, Andre Prahl explains the role of the Deutsche TV-Plattform who are focussing on ‘media over IP’ with respect to delivery of video to end user both in terms of internet bandwidth but also Wi-Fi frequencies within the home.

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This panel was produced by IET Media, a technical network within the IET which runs events, talks and webinars for networking and education within the broadcast industry. More information

Speakers

	André Prahl Deutsche TV-Plattform
	Peter Siebert Head of Technology, DVB Project
	Yvonne Thomas Strategic Technologist Digital TV Group
	Moderator: Ian Nock Chair, IET Media Technical Network

RTL

Video: Introduction to DVB’s Targeted Advertising specifications

Video: The End of Broadcast? Broadcast to IP Impacts

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