Unconference session ideas
This page shows the unconference session ideas submitted via the form found here.
For more information about how the day will run and for advice on how to plan your session, see the Unconference Hub.
(If you would like to edit or delete your submission below, please contact info@hbbtv.org.)
Five things every broadcaster should consider before deploying HbbTV addressable advertising
Proposer: Richard White, BCi Digital
Session goals:
Session description
HbbTV provides broadcasters with an open, standards-based platform for delivering addressable advertising, creating opportunities to increase advertising revenues and compete more effectively in the connected TV advertising market. However, successfully deploying addressable advertising involves much more than implementing the underlying technology.
Broadcasters must navigate a range of commercial, operational and technical challenges, many of which require collaboration with platform operators, advertising technology providers and other stakeholders.
This interactive unconference session will explore five key considerations for broadcasters planning or deploying HbbTV addressable advertising:
- Audience reach and device capabilities – Understanding the addressable audience, device compatibility and connectivity to establish the commercial opportunity.
- Consent management – Balancing privacy, consumer trust and regulatory requirements with the ability to deliver targeted advertising.
- Audience segmentation and commercial models – Determining who controls audience data, how advertising inventory is sold and how value is shared between stakeholders.
- Audience measurement – Ensuring that addressable advertising can be measured reliably and traded alongside traditional television advertising.
- Application integration and the single-application constraint – Addressing the technical and operational challenges of integrating addressable advertising with other HbbTV applications and services.
Session objectives
Rather than presenting these considerations as a set of predetermined solutions, the session will encourage broadcasters, platform operators, technology vendors and advertising industry participants to share their experiences, identify common challenges and discuss practical approaches to overcoming them.
The discussion will seek to establish which challenges are proving most significant in real-world deployments, where industry collaboration is needed and whether greater standardisation or shared approaches could help accelerate the adoption of HbbTV addressable advertising.
The session aims to produce a clearer understanding of the barriers to deployment and identify practical opportunities for the HbbTV community to work together to address them.
Format
The session will begin with a brief introduction to the five considerations, followed by an open, moderated discussion. Participants will be encouraged to share experiences from existing deployments, planned services and technical trials.
A final discussion will identify common priorities and potential actions for the HbbTV community.
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