29 May 2021
Last month, we were thrilled to be part of DVB’s webinar series, “Using Targeted Advertising on Broadcast Television.” In this first instalment, “The Targeted Advertising opportunity for free-to-air broadcasters”, our Director of Addressable TV, Sebastian Busse, opened the show with his presentation, “HbbTV – Driving the success story of targeted advertising in Europe.”
Sebastian offered a detailed overview of the importance of Hybrid Broadcast Broadband TV (HbbTV) for Addressable TV advertising and standardisation within the broadcast industry. He explained why this technology standard is one of the biggest opportunities for European broadcasters when it comes to digitising TV advertising. HbbTV enables them to implement ATV into their core business — live linear broadcast TV through satellite, cable, or antenna — and allows broadcasters to maintain control over their content and data. HbbTV has gained significant traction across European TV markets over the last few years. Sebastian’s presentation explores this growth, offering a recap on the history of HbbTV product development to date and projections on the future of HbbTV-based ATV advertising.
Following Sebastian’s presentation, Arturo Larrainzar, Head of Strategy at Atresmedia, and Silvia Broggi, International Marketing & MarTech Director at Publitalia ‘80, took to the stage to share their own knowledge and expertise.
The full webinar is available to watch here.