You will hear why and how digital ad models are being applied to broadcast linear TV to dramatically boost broadcaster revenues. This discussion highlights the continued growth of brand and product advertising embracing Linear TV for targeted engagement and discovery. Examples of HbbTV-enabled technologies which allow pure Digital ad formats, including L-banners (wrap-around creative), Switch-in (including targeted ads inserted at channel change) and QR codes to directly drive activation on second screens.

Atres Media (RTL Group) will outline the positive revenue impact of using HbbTV capabilities. Atres Media is harnessing real-time audience measurement from all HbbTV devices to understand whether a household has been exposed to a standard linear ad, with the option to ‘retarget’ them with addressable formats within the same programme or hour if they were not exposed. An additional 15% ad revenue from addressable are game-changing for broadcasters and our presenters will be closely questioned about the concept and its impact.