The DTG established a cross-industry task group on Targeted Advertising in April 2021 to evaluate the status of HbbTV implementations in currently deployed UK DTT devices for the substitution of broadcast ads with broadband-delivered targeted ads (also known as ‘addressable TV’); and to develop a simple HbbTV application for a demonstration.
The project identified the devices’ capabilities and if they fulfil quality metrics for broadcast ad replacement. This proof of concept enables UK broadcasters to make informed decisions about which tools and solutions to implement to reach maximum devices when substituting broadcast ads with targeted ads in IP-connected HbbTV devices.
This capability empowers broadcasters to increase their advertising revenues with an addressable TV proposition with the maximum reach and minimized development costs.
The tests were run across 100+ devices in the DTG Zoo, representing 95% of receivers in UK homes and the results are contained in the project report.
DTG members can download the full report, including all redacted sections, in the member hub using the download button at the top of this page.
Full Members can test their receivers’ capability to support targeted advertising free of charge by downloading the DTG Targeted Advertising HbbTV Test App Suite – email [email protected] for access.
Non-members can read the project overview report by completing the form below and enquire about test suite access and pricing by emailing [email protected]
The TV industry leaders that invested valuable time and resources in achieving the project’s objectives are: