Customer demand for personalized TV services is spurring majority of broadcasters to offer tailored ads

Over half of broadcasters are investing up to 20% of their budget in trialing new customer content or services.

Four-fifths (80%) of broadcasters are considering implementing ads tailored to the consumer but are increasingly falling behind streaming services due to hesitance around adopting cloud technologies, according to research carried out on behalf of ATEME, the emerging leader in video delivery solutions for broadcast, cable, DTH, IPTV and OTT.

The survey of those in middle management positions or above within the realms of TV and broadcast also found that 96% of broadcasters feel there is a demand from customers for more personalized services. As over a third (34%) of broadcasters currently generate revenue through adverts, offering personalized adverts could help them increase this revenue. Consequently, over a quarter (26%) are currently looking into how to offer these services to customers.

“Our research found that more than half (58%) of broadcasters are investing up to 20% of their budget in trialing new customer content or services as they prioritize personalization to offer customers enhanced viewing experiences,” said Remi Beaudouin, Chief Strategy Officer, ATEME. “By using technology and the data available to them to tap into this trend, traditional broadcasters will be able to create a tailor-made viewing experience and potentially open up new revenue streams,” he added.

As broadcasters look to adopt the latest technologies, 66% say they would consider moving to the cloud, while 28% have already done so, in a move that would allow them to store their content catalogue more effectively and add more personalized services, as is the case with streaming platforms.

The speed of cloud will also allow broadcasters to innovate faster, using virtual broadcasting to create new one-off channels in a matter of hours to capitalize on events and develop offerings to appeal to more niche audiences. This technology is currently being used by almost two-thirds (60%) of broadcasters, while of the broadcasters not currently doing virtual broadcasting 70% said they will do so within a year. However, despite the use of cloud becoming more commonplace in broadcasting, 44% cited a perceived lack of control over their content as their biggest concern about this development.

“Cloud has been surrounded by many misconceptions over the years which have deterred broadcasters from adopting it. However, as broadcasters get to grips with the potential impact of cloud on their business and the services they are able to offer, we are seeing its adoption increase,” added Beaudouin. “Moving to the cloud will allow broadcasters to adopt new technologies and make more effective use of their data so that they can begin to offer the level of personalization more often associated with streaming platforms and their algorithms.”

Viaccess-Orca and Smart Bring Together the Best in New Targeted TV Advertising Solution

At DMEXCO 2019 and IBC2019, Viaccess-Orca (VO) and its programmatic advertising partner Smart Adserver will introduce an end-to-end, targeted TV advertising solution. Using the preintegrated solution, service providers can generate revenues through data and inventory monetization, in particular, for linear multicast and on-demand TV. The solution notably allows the creation of granular audience segments leveraging VO’s AI-enriched TV data-management capabilities and the activation of these segments on Smart’s advertising platform. It further allows the distribution of targeted ads on any screen through VO’s secure player, which offers versatile ad replacement and insertion capabilities.

“Leveraging Smart’s and VO’s unique awareness around data privacy and security aspects, service providers can now enjoy new revenue channels generated by our targeted TV advertising solution while keeping control over vital data assets,” said Romain Job, Chief Strategy Officer at Smart Adserver. “This alliance between two recognized specialists allows service providers to access a single, preintegrated solution for managing ad campaigns, activating audience data, and distributing targeted ads on any device, including on the fast-growing Android TV-enabled market segment.”

The end-to-end solution supports the entire targeted ad cycle and offers seamless integration with Smart’s programmatic advertising environment. This includes data management enablers that are natively compliant with GDPR regulations and ensures full-service provider control from segment creation to monetization. In particular, VO’s behavioral insights on TV-usage data, the results of VO’s extensive AI research, provide an elegant and innovative route to TV audience monetization while alleviating reliance on legacy, controversial, third-party, data-based targeting techniques. The solution’s holistic ad monetization capabilities also cover cross-channel advertising, from direct IO management to programmatic transactions. It also supports KPI-focused advertising implementations, with real-time ad analytics to evaluate the effectiveness of ads and make advertising content as relevant as possible to the audience.

VO’s playback solutions, combined with Smart’s performance optimization techniques including peak management, ad-call pacing, local creative storage, validation, and provisioning, enable targeted ad delivery for any TV use case (e.g. linear, on-demand, or catch-up) onto any device (including Android TV-enabled) over IPTV or OTT.

“Targeted TV advertising is a huge revenue opportunity for operators and broadcasters that can help turn viewers’ experiences into personal ones, thereby driving higher engagement,” said Alain Nochimowski, Executive Vice President of Innovation at Viaccess-Orca. “This partnership between two mature technology providers results in an easy, fast, and secure way to enter the targeted TV advertising market and generate a new line of revenue. It’s exactly the kind of targeted TV advertising solution the industry needs to succeed.”

VO and Smart will demonstrate the targeted TV advertising solution at:
• DMEXCO, Sept. 11-12 in Cologne at Smart’s Booth Hall 6 – C061, and
• IBC2019, Sept. 13-17 in Amsterdam at Viaccess-Orca Stand 1.A51 and Harmonic Stand 1.B20.

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ADTH to Debut Latest Broadcast Media Access, Security and Targeted Advertising Solutions at Broadcast Asia 2019

Atlanta DTH (ADTH) celebrates its 25th anniversary at the June 18th through 20th Broadcast Asia 2019 show in Singapore with five new and enhanced product offerings: ADTH Tolka CAS conditional access system; ADTH Tolka Watermark forensic content protection; ADTH Tolka Target Ad delivery; ADTH Tolka DGI 1012 miniature plug-in DTTV receiver; ADTH Tolka Media+Social platform.

ADTH Tolka Target Ad system overview

All five will be demonstrated on the the company’s show booth, 4Q2-06.

ADTH Tolka CAS conditional access system

The Tolka CAS conditional access system offers pay-TV businesses efficient and highly secure protection for real time and offline content. Broadcasters and TV operators gain the ability to expand their services, offer more convenient payment methods and achieve greater control over content ownership. Integrating easily into existing infrastructure, Tolka CAS supports IP, terrestrial, cable, satellite, mobile and hybrid networks. It fully protects content ownership as well as subscriber rights.

Tolka CAS comes in two forms, Grand and Petite, providing two levels of security and convenience. Tolka CAS Grand is a hardware-based system which can be configured as a standalone traditional solution employing secure chip technology plus full headend support to prevent piracy. This configuration can be deployed as a primary CAS or used in simulcrypt applications. Tolka CAS Petite is a software-based variant which can be configured to operate as a secure bridge. It provides content security between the set-top box and smart devices which are allowed access within a home network environment.

Tolka CAS is regularly updated and evolved to remain proof against evolving security threats. Both versions offer broadcasters and TV operators the highest level of control over their content by integrating with Tolka’s watermarking technology, guaranteeing content security even during viewing of pre-recorded or offline programs.

Tolka CAS can operate in conjunction with multi-room and multi-screen environments, sending encrypted content to multiple devices within a home network and delivering the content to multiple network services. For mobile or tablet devices, Tolka CAS acts through a central subscription in the home to monitor content viewing from multiple devices.

ADTH Tolka Watermark forensic content protection

ADTH Tolka Watermark provides robust and efficient safeguarding of creative content against revenue loss arising from illegal sharing, copying or redistribution. This goes beyond the capabilities of conditional access and digital rights management systems where protection stops once viewing access is granted.

The system is based on four component elements: A Tolka Watermark server with internet access, Tolka Watermark set-top boxes, a Tolka Player and a Tolka analysis workstation which checks content and identifies each watermark in the return path. Watermarking analysis and decoding are performed as a cloud-based supporting service which identifies any playout devices associated with illegal use of protected content. Warning or blackout functions can be activated automatically in those devices.

Running on a dedicated server incorporating the ADTH-patented Digital Signature Engine, Tolka Watermark generates and inserts a digital identifier specific to each customer’s set-top box viewing interface. Each digital signature is encrypted securely and invisibly within the transmitted content.

If suspected content is identified as an illegal copy made from a device on a direct-to-home operator’s network, Tolka Watermark can match the associated content with the unique signature associated with each Tolka Player.

ADTH Tolka Target Ad delivery

ADTH Tolka Target Ad is a cost-effective way for network operators to customise branding, deliver messages and serve the right advertisements to the right people at the right time. View-specific profiles are based on patterns of operation measured by Tolka Target Ad-ready set-top-boxes, Tolka Social+Media, the Tolka Player or other Tolka Target Ad-ready players. Based on these profiles, the devices can display custom live or cached content. When used in conjunction with Tolka Content Insertion, custom advertisements can be inserted into live or VOD content. The inserted advertisements can be selected automatically or selected manually.

ADTH Tolka DGI 1012 miniature plug-in DTTV receiver

ADTH Tolka DGI 1012 is a cost-effective dongle configured with a digital terrestrial demodulator. When used with a paired app, the dongle enables viewing of digital terrestrial television transmissions on smart devices. Network operators can now offer customers free-to-air or pay-TV directly on their mobile devices without extensive infrastructure changes. The receiver can decode HD or SD video encoded with MPEG-2 and MPEG-4/H.264. The DGI 1012 can decode transport streams, including conditional access content, along with multi-format audio and video. The DGI 1012 is compatible with conditional access systems to permit the viewing of secured digital terrestrial transmissions.

ADTH Tolka Media+Social platform

The ADTH Tolka Media+Social solution integrates various media sources (DTT/OTT/IPTV) and intuitive real-time messaging, allowing family, friends and people with shared-interests to chat while viewing video content. The solution can be used on Android, iOS and Tolka Media+Social-ready set-top boxes. Tolka Media+Social solution can integrate media content from ADTH DTT solutions such as DTV sticks and set-top boxes. Content can be protected by various ADTH security solutions, including CA, DRM and watermarking. It is also possible to integrate the ADTH Target Ad solution. Users can communicate across platforms, between set-top boxes and between smart devices. If the set-top boxes have an integrated camera and microphone, it is possible to see and communicate with friends. The solution has no geographic restrictions and can be used to achieve free global in-house communications via an operator’s network.

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Yengage Selects Intertrust’s Personagraph Consumer Data Platform to Drive its Targeted Advertising Operations

Founded and run out of Silicon Valley, Yengage is a subsidiary of Japan’s D.A.Consortium Inc., or DAC. DAC is one of the largest media buying companies in Japan. Yengage’s main business is to drive media demand to Asian mobile apps – their operations are based and focused primarily on the American market today.

Yengage will use Intertrust’s Personagraph platform, with its vast mobile device data population to target ads to its portfolio of apps in the US and Asian market.

“We’re delighted to power Yengage’s digital media platform with Personagraph,” said Talal G. Shamoon, Intertrust’s chief executive officer. “We built Personagraph to help advertising media sales companies like Yengage, and our partnership is the perfect example of specialists working together to bridge markets.”

Intertrust Personagraph has hundreds of millions of unique mobile IDs from around the world. Intertrust gathered these data from numerous sources and stores them in a secure, programmable, trusted data rights management platform. Intertrust has produced a unique platform that provides insights and targeting capabilities in a manner that respects consumer privacy and the business integrity of its data providers.

“We chose Personagraph to power our service because of its surgical targeting capabilities and its attention to security and privacy, we aim to serve American agencies targeting US and Asian mobile apps, and we must provide our agency partners with the highest quality targeting and brand integrity,” said Toru Miyata, Yengage’s chief executive officer and founder.

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