The disruptive changes in the current media landscape also concern the advertising market which is more and more shifting towards digital, programmatic, targeted or addressable models. In the broadcast market, which heavily relies on advertising revenues, the introduction of solutions for addressable TV advertising we see today implies a number of risks such as technology fragmentation due to predominantly proprietary solutions. Consequently, these solutions could seriously affect the existing TV ecosystem.
These facts, amongst others, have been revealed in a Study Mission Report on Targeted Advertising (TA) published by the DVB’s Commercial Module – Study Mission Group (SMG) in September last year. The group was set up in March 2017 to investigate the relevance of generating a new DVB specification dedicated to enabling Targeted Advertising serving at the very least classical broadcast television.
To implement the report’s recommendations, the DVB Steering Board has now approved the creation of a dedicated TA group. The CM-TA Group will be co-chaired by Vincent Grivet (TDF) and Angelo Pettazzi (Mediaset). In this context, HbbTV and DVB have agreed to a tight cooperation for the work as set out by the liaison established between the two groups.
As per the DVB, it is anticipated that the CM-TA Group will agree a set of Commercial Requirements (CR) for TA by June this year. It is then expected that the draft specification would go before the DVB Steering Board for approval, and once approved could pave the way for the first market implementations in 2020.
In a joint comment, the CM-TA co-chairs, said, “There is a genuine appetite for TA to be made available for classical broadcast television. This is accompanied by the overall feeling that with too many technical solutions there is a risk of fragmentation in the marketplace that would hinder any progress. This is where the work of DVB on TA can help unlock the full potential of TA in broadcast television.”
DVB Chairman, Peter MacAvock concluded, “With the formation of CM-TA, DVB shows that it is committed to remain the central hub where the specifications of the TV industry are written, and in this case in close cooperation with HbbTV.”