What will TV advertising be like in the future? As marketers adjust their strategies during the COVID-19 pandemic, more advertisers and agencies have turned to Addressable TV advertising – the ability to deliver different ads to different households watching the same program. According to eMarketer, addressable TV advertising spending is expected to increase 97% to $4.2 billion by 2023.
HbbTV Association, a global initiative dedicated to providing open standards for the delivery of advanced and interactive TV and entertainment services through broadcast and broadband networks for connected TV sets, set-top boxes, and broadband networks, foresaw the potential of targeted advertising opportunities and took the lead in releasing the HbbTV specification for targeted advertising (HbbTV-TA).
HbbTV-TA is an open standard dedicated to targeted advertising in live broadcast TV that maximizes the experience of previous HbbTV deployments, such as Media Synchronization, taking into account the demands of broadcasters, operators, ODMs, and other ecological players. Meanwhile, HbbTV-TA is cross-platform, rather than coupling with any advertising system, enabling broadcasters and operators to grow their business in a flexible solution.
Some of the existing HbbTV features have been updated in line with the changes in the marketplace. For example, support for W3C MSE (Media Source Extensions) has been added to compile advertising videos from the Internet.
As one of the active members of the HbbTV Association, SERAPHIC Information Technology always embraces the latest technologies to bring innovative user interactions for HbbTV audiences across regions.
Based on the up-to-date Chromium browser engine, SERAPHIC’s HbbTV SDK 6.0 implements significant performance improvements, including support for the latest HbbTV 2.0.3 specification and the HbbTV-TA specification, providing essential technical support for ODM launching Addressable TV products. The update supports both Linux and Android platforms.
Commenting on the new release, Xinwen Xue, VP product management at SERAPHIC, said: “We are confident that the open ecology-based HbbTV-TA specification will become the mainstream of DAI (Dynamic Ad Insertion) technology. SERAPHIC will continue to track the development of HbbTV specification and support richer protocol families to meet the needs of our ecological partners.” Digital TV News