HbbTV and DVB Webinar Mini-Series: Using Targeted Advertising on Broadcast Television (Part 1)

Part 1: The Targeted Advertising opportunity for free-to-air broadcasters

Targeted Advertising in linear television services allows broadcasters and ad agencies to offer attractive new opportunities to advertisers, who can now use connected TVs as an additional digital touchpoint alongside apps and websites on smartphones, tablets and PCs.

The new suite of complementary specifications from the DVB Project and the HbbTV Association are market-ready, bringing the benefits of a standards-based approach.

This mini-series of webinars focuses on the business opportunities and on the steps broadcasters can take to implement the DVB-TA and HbbTV-TA specifications and solutions.

Agenda & Presenters

Moderators: Jörn Krieger (HbbTV Association) with Emily Dubs (DVB Project)

Introduction

Sebastian Busse, Director Addressable TV International, smartclip

• What is TA in the context of linear broadcast?
• Leveraging data for targeting, re-targeting and campaign analysis
• Proprietary vs standards-based approaches

Use cases and experiences

Arturo Larrainzar, Head of Strategy, Atresmedia

Silvia Broggi, International Marketing & MarTech Director, Publitalia ‘80

• Implementation challenges
• Early results

Q&A

• You have an opportunity to post questions for all of our speakers

A recording of the 1-hour webinar is available on YouTube. The presentations are available for download as PDF documents: Sebastian, Arturo and Silvia