Addressable TV Over ATSC 3.0: A Dream Come True!
(Paper available in the Proceedings of the 2020 BEIT Conference)
While broadcasters are facing an increase in digital advertising, whose investments have surpassed those of TV advertising since 2017, TV remains the most powerful medium for brands. It is the only media able to reach millions of people simultaneously. Whether in short or long term, it generates the most profit at the greatest cost-efficiency with the lowest risk. All major advertising effectiveness studies, including those commissioned by competing media, agrees that TV outperforms all others. Before ATSC 3.0, Addressable TV was only possible on cable; now with Next Gen TV technology, it’s possible on Free-To-Air (FTA) TV.
This paper will introduce fundamentals about ATSC 3.0 and highlight how broadcasters can enable targeted advertising and seamlessly address their linear FTA TV Video with their favorite Digital Ad Server, like in the digital world. With broadband connection, the broadcasters will be able to personalize advertisements and monitor audience and visibility in real time. Finally, we will show the new business opportunities for broadcasters thanks to Next Gen TV technology: A dream come true!
This session will be rebroadcast on the BEIT Express channel on May 13, 2020 at 10:45 p.m. and May 14, 2020 at 6:45 a.m. EDT (UTC -4).