Estimated reading time - 2 min
Webcast: Targeted advertising finally becomes easy to implement within the Set-Top-Box and can be tested within days.
Teams of experts from Hoppr and Technicolor hosted a live webcast at the end of 2019 exploring a novel approach to addressable TV advertising to help platform operators and their content partners exploit this rapidly growing market opportunity – and do it quickly. The session showed how the operator user interface (UI) and content discovery journey can be harnessed to serve relevant video advertising, including when someone is about to enter a PVR or catch-up menu, or even before they are served content.
The targeted advertising technology, which is fully under the control of platform operators and provided to them as a managed service via a set-top box application, was the focus of this panel. It addressed where, and under what circumstances, platform operators can serve addressable ads that, to the user, appear as a pre-roll once they have made a content selection.
Knowing that established addressable advertising technology requires significant ad-tech investment from a platform operator; in-house ad-tech operations and management expertise; and sales – the expert teams looked at how the ‘as a service’ managed STB application model can remove the operations and sales burden from operators entirely – and whether this is a potential game-changer, especially for small and medium-sized Pay TV operators.
Finally, on this webcast all parties opened the floor to consider other areas of opportunity, such as high-quality subscriber and viewing data that can enable a platform operator to give advertisers what they are looking for.
We hope you enjoy the still available “on demand” webcast and that this discussion helps you decide if this UI/navigation-centric approach to addressable TV represents a new revenue stream that can be tapped with a minimum of fuss!
