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Innovation with dynamic ad insertion for digital media Advertising for digital broadcasting summit – May 2015
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ENENSYS
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Global Advertising Market
● Global advertising revenues from 2007 to 2016 in billions U.S. dollars
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Global Advertising Market
● Global advertising market share
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TV Advertising
● Television remains the most effective means of engaging audiences æ Global TV advertising revenue will grow at a CAGR of
5.5% over the next five years - PCW
● For Advertisers æ TV = the ‘place to be’ for big audiences and brand awarness
● For TV broadcasters æ Advertisement = the mean to moneti$e their content
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TV Market Environment
● A new media landscape æ Anytime, anywhere access
● Using different TV plaform delivery æ Satellite, Cable, IPTV, OTT, DTT
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TV Market Share
● In France
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TV Advertising Market
● Terrestrial’s share of advertising æ will fall as multichannel/online grow,
but still remain relatively high at 68%
● DTT free-to-air still dominates æ 97.6% of TV households by the end of
2020 will be DTT FTA
æ 43% of households using it to access their primary television services
æ Ads-funded content MANDATORY for DTT FTA
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Monetising content
● Live events (WorldCup, Olympic Games,…) æ Superbowl this year (for a spot of 30s)
+12,5% compared to last year
$4.5 Million
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Monetising content
● Monetisation is linked to relevance æ Local content (news, weather, current affairs, adverts)
is crucial
Broadcast Stream
News
Weather
Current Affairs
Adverts
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Monetising Content
● Local content provides an easy and effective way to engage viewers. æ A personalised content offering is more relevant
and engaging for viewers æ Local news is a trusted source of information for
many viewers
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Targeted Advertisement
● Greater audience engagement ● Better monetisation of existing
content via a personalised experience æ Content can be more effectively moneti$ed
if it’s local and relevant
● DTT platform offers local content æ Due to its infrastructure æ +50% of DTT is local content, local
advertising can enhance this
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Enabling targeted Add insertion
● In the network æ Most personalised experience
– based on automatic profiling æ App/middleware required
● In the device æ Personalised experience
– through basic profiling æ App/middleware required
● In the infrastructure æ Regional/local experience æ No App/middleware required
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Dynamic insertion over DTT
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Dynamic Ad insertion ● Principles
æ Ad Insertion device – Ad Server : Storing Ads & Schedule & billing file – Splicer : Replacing some spots in live stream once
æ Dynamic Ad insertion upon cue message reception – Insertion shall be fully transparent for end-user devices
o after insertion (in-point) o when switching back to live (out-point)
Cue Message Ads Schedules
Splicer
Ad Server
Ad Inserter
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REGION #N
REGION #1
Dynamic Targeted Ad Insertion
Cue Message Ads Schedules
Splicer
Ad Server
Ad Inserter
Ads Schedules
Splicer
Ad Server
Ad Inserter
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DTT constraints
● Fragmented market æ DVB-T2 dominant standard
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DTT constraints
● Single Frequency Network (SFN) broadcasting æ Deliver the same content over the same frequencies æ As opposed to MFN (Multiple Frequency Network)
● SFN benefits æ Spectrum bandwidth optimization æ Improve RF coverage æ Increase power reception
● SFN is used in all major DTT network æ Was initially deployed in DVB-T in 1994
æ DVB-T2 dominant standard
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Ads Insertion rules in SFN
● SFN broadcasting æ Same content on the same frequency at the same time æ Generally, network is divided in SFN zones = region
● Dynamic Ad insertion in regional SFN cells æ When switching to new ad, each DTT transmitter shall
receive exactly the same content (bit-to-bit) at the same time
æ to avoid SFN interference and TV blackout
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Ad Insertion in DVB-T2
● DVB-T2 offers Multiple PLP features æ To provide service specific robustness æ To enable advanced services (local TV content insertion,
frequency sharing, improve coverage,…)
● Dynamic Ad Insertion shall apply per PLP æ Each PLP carrying a different MPTS
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Ad Insertion in DVB-T2
● DVB-T2 using T2-MI (T2-Modulator Interface) æ To control transmitters æ To provide PLP scheduling æ To provide SFN synchro.
● Dynamic Ad Insertion shall be T2-MI compliant æ Insertion shall apply in each TS carried in the T2-MI
MPTS
MPTS
L1 Signaling
SFN timestamp
PLP
PLP T2-MI MUX
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Dynamic Ad insertion architectures
● Centralised Ad insertion æ Requires to deliver as many T2-MI stream as regions æ Requires huge bandwidth to disitrbute the regional T2-
MI stream to transmission sites – N MUX * MUX BW * M REGIONS
● Regional Ad Insertion æ From a regional head-end æ At the transmission site
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Regional head-end
22 Mb/s 22 Mb/s
22 Mb/s
22 Mb/s
22 Mb/s
• Requires additional distribution network from regional head-end to transmitters
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22 Mb/s
• Single distribution network
Ad Insertion Solution at the TX site
• DETERMINISTIC AD INSERTION with • T2-MI stream management • MPLP support • Identical TS bit to bit carried in each PLP
of the T2-MI stream
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Conclusions ● Relevant content is key to greater viewer
engagement and content moneti$ation æ Local content offers a simple way to achieve this
● Ad Insertion at the final stage of DTT content delivery can be achieved æ to provide targeted advertisement æ agnostic to any TV device æ Best TCO solution
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Any Questions?ENENSYS Technologies 6 rue de la Carriere 35510 CESSON SEVIGNE FRANCE Tel. (+33) 1 70 72 51 70 [email protected]