In March we had the pleasure of attending the Connect TV World Summit in London. One of the standout sessions focused on the evolution of advertising through measurement and addressability, with HbbTV taking centre stage.
Thomas Gruber (ProSiebenSat.1) shared how Austria is leveraging HbbTV for audience measurement using a 100,000-device panel. This approach has cut zero-rated spots for ages 12 to 49 by 95% and is now powering live optimized advertising (LOAD), dynamically adjusting linear TV campaigns in real time based on audience data.
In Spain, Moritz Wuttke (Konodrac) and Jorge Caba (Atres Media) showcased how HbbTV is enhancing advertising through a mix of techniques, from L banners and switch-in spots to full addressable advertising.
Meanwhile, Peter Neumann (Addressable TV Initiative GmbH) highlighted efforts in Germany to certify HbbTV-TA implementations on TV sets, boosting the effectiveness of addressable advertising.
It was also great to hear from Sameer Modha (ITV), Katie Gordon (Channel 4), and Jeff Eales (Sky) on the progress of Lantern. They shared insights from Baby Lantern, a pilot with a 6,000-person panel and two years of matched data, bringing outcome measurement to TV advertising.
If you’re looking to launch large-scale audience measurement or an addressable advertising service, please get in touch.
