How our team is solving the issue of capped revenue streams in linear television by leveraging the HbbTV standard
Serverside.ai took the HbbTV Symposium 2024 in London as a precious opportunity to introduce to the market our new Switch-In Spot with L-Banner Solution for HbbTV, aiming to solve the problem of capped revenues in TV broadcasting.
The HbbTV Association, a global initiative dedicated to providing open standards for advanced interactive TV services through broadcast and broadband networks, organizes the event annually in a different city gathering the most important players of the Broadcast CTV sector.
As this year’s edition – the 12th – had one of its main focuses on Addressable Advertising, it made the perfect environment for us to showcase our new feature as part of our overall HbbTV Targeted Advertising (HbbTV TA) offering.
The Challenge: Fixed Ad Slots in TV Broadcasting
TV broadcasters often face capped revenue due to the limited number of ad breaks they can fit into scheduled programming without disrupting the viewing experience. With fixed ad slots in linear TV schedules, there is limited flexibility in expanding ad inventory, especially during high-demand time slots. For this reason, broadcasters encounter heavy limitations on their revenue growth.
Our Solution: Switch-In Ads with L-Banners via HbbTV
Switch-in ads offer a creative solution to revenue caps by utilizing moments when viewers change channels. These brief transitions, typically not monetized, present an untapped opportunity to serve targeted ads that capture viewers' curiosity without interrupting the scheduled programming and in a moment where attention is typically pretty high.
By introducing short ads there, broadcasters can create new premium ad inventory without increasing the number or length of traditional commercial breaks.
This allows them to unlock additional revenue, giving advertisers new placements and opportunities to reach engaged audiences, thus overcoming the limitations of fixed ad slots and capped ad budgets.
These spots, which are targeted at the household level and served through a programmatic ecosystem via HbbTV, are surrounded by an L-shaped frame (L-banner) with the channel logo and a countdown indicating the remaining duration of the commercial.
You can learn more about our solution design in this factsheet and you can watch it in action in the video below:
HbbTV Symposium: a Hotbed of Ideas and Innovation
HbbTV is gradually establishing itself as a necessity in the European TV landscape as it enriches the traditional broadcast environment with modern broadband capabilities empowering broadcasters and advertisers to deliver tailored experiences to their audiences. Most importantly, its open standard ensures broad compatibility across devices, fostering adoption by broadcasters and TV manufacturers. “We are thrilled to have sponsored this year’s HbbTV Symposium in London, an invaluable event that brought together the brightest minds in the broadcast industry” noted Sebastian Strootmann, Director of Marketing & Business Development at Serverside.ai, “The event was the perfect stage to unveil our Switch-In L-Banner solution, showcasing our innovative approach to creating additional inventory." “The audience of industry leaders and experts”, he continued, “made this the ideal setting to highlight our vision and spark meaningful conversations about the future of Broadcast TV.”
Leander Carell, SVP of Advanced TV Strategy at Serverside.ai took this chance also to discuss a few HbbTV case studies related to some Serverside.ai customers during a keynote of which you can find the video recording here:
We also initiated an interactive “Unconference” session on day two; if you’re keen to learn what we discussed at the session “HbbTV-TA – Go to Market with Legacy devices in the mix” feel free to reach out!
If you want to know more about how we are helping Warner Bros. Discovery and other European broadcasters to better monetize their existing ad placements and to create additional premium inventory with our HbbTV Targeted Advertising solutions contact our team anytime.
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