The DTG tested 95% of the UK receiver market – over 100 hundred devices – for targeted ad performance, and has released the resulting report for members (or for purchase), as well as a free test app suite. The UK digital TV industry body says the project will enable broadcasters to make informed decisions about which solutions to implement to maximise reach when substituting broadcast ads with targeted ads in IP-connected HbbTV devices. According to DTG, this will help increase advertising revenues for broadcasters, with minimised development costs.
The report and app emerges from the work conducted by the cross-industry task group established by the DTG last year, focused on targeted advertising. Members of the group – which included Arqiva, Channel 4, Google, S&T and TP Vision – aimed to evaluate the status of HbbTV implementations in currently deployed UK DTT devices for the substitution of broadcast ads with addressable TV. The group was also tasked with developing a simple HbbTV application for a demonstration.
Ranjeet Kaur, Testing Associate Director and Project Lead, DTG, says: ““We know the TV landscape undergoes constant evolution (and sometimes revolution!) and it is dynamic, important work like this, with organisations that are leading the pack, that ensures we are guaranteeing excellent viewer experience throughout. The DTG occupies a unique position at the epicentre of digital TV and, together with our partners, we are defining the pathway to the future of television.”
