addressable tv over atsc 3.0: a dream come true! · 2020-05-05 · key takaways 14 atsc 3.0 the new...
TRANSCRIPT
Addressable TV Over ATSC 3.0: A Dream Come True!
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534.8Billion $ (forecast)
Source: Dossier “Advertising worldwide” – Statista - 2017
Global TV
182.7Billion $ (35.2% / global)
Advertising Revenue – Worldwide
TV Advertising Stagnates, Bluntly Overtaken by Digital
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…and…
Digital Advertising: Conquers Market Share Google & Facebook Monopolize
up to 75% of the Revenue
TV is still King!
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The Generation Gap in TV ConsumptionAverage daily TV consumption (live + time-shifted) of American adults, by age group (in hh:mm)
Is TV’s reign nearing its end?Estimated daily TV and internet consumption per person worldwide (in minutes)
The Age of Programmatic Advertising
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How to Regain Lost Ground?
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COUNTERATTACK
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TV is the NEW Device “Massively” Connected…
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…and ATSC 3.0 is on its way…
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…with solutions ready to go!
ATSC 3.0 Broadcasting Workflow
ATSC 3.0 Advanced Advertising Workflow
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Addressable TV is Broadcast First
by Combining Broadcast and Adtech Expertise
2020: The Year that Segmented Advertising Comes to Linear TV OTA
🗹 Create new inventory without lengthening advertising breaks
🗹 Attract new advertisers for whom TV was previously inaccessible
🗹 Build a massive regional and local approach for better engagement
🗹 Improve knowledge of audience
A win-win Cost per thousand impressions(CPM) model for part of the TVinventory, and for certain advertisers orcertain products.
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One Spot or the Entire Advertising Break?
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Broadcast
HouseHold 1
Sgmt MLID
1 = Coca
2= Peugeot ou S8
Ad Ad
Broadcast
HouseHold 1
Sgmt MLID
1 = Coca
2= Peugeot ou S8
Ad Ad
…or…
Client-side or Server-side?
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…or…
Key Takaways
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ATSC 3.0
The new broadcast Over-the-Air Standard provides a frameworkwithin which to operate the TV receiver return path, forAddressable TV in particular
Broadcast First Approach
Efficient broadcast/broadband synchronization and switching forframe-accurate ad insertion requires integration with the playoutto define the right frame, using SCTE
Linear Data
Data collected, in compliance with local regulations, thenstructured and segmented in order to offer targeting capabilities
Adtech Connectivity
Partnerships between broadcast and digital experts
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