HBBTV SYMPOSIUM 2022 TO FOCUS ON TARGETED ADVERTISING, DVB-I AND NEW HBBTV SERVICES

The HbbTV Association, a global initiative dedicated to providing open standards for advanced interactive TV services through broadcast and broadband networks to connected TV sets and set-top boxes, is pleased to announce the conference programme of the HbbTV Symposium and Awards 2022. The annual key summit of the connected TV industry will take place on November 9-10 in Prague, co-hosted with the Czech Association of Commercial Television (AKTV).

The conference will be opened by HbbTV Chairman Vincent Grivet (representing Eutelsat) and AKTV President Jan Vlček (TV Nova), followed by a global TV market review by Paul Gray (Omdia). The first two panels will focus on HbbTV developments in the Czech Republic and monetisation opportunities with Targeted Advertising and Addressable TV. The essential role HbbTV can play in the ecosystem of the new DVB-I standard will be discussed in another key session.

The second day will open with a “state of the nation” speech by HbbTV Chair Vincent Grivet and an update on the latest developments and activities regarding the HbbTV specifications by HbbTV Vice-Chair Jon Piesing (TP Vision). New HbbTV services will be presented in the following panel while a round table will discuss the important topics of conformance management, certification and interoperability. The latest market developments in the US and a focus on technology trends will conclude the conference.

“We are proud about the exciting conference agenda, covering all key market developments and future trends, with an excellent line-up of top-level speakers. A special focus will be on Central and Eastern European countries, reflecting the important role and increasing significance of the HbbTV standard, while opening up growth opportunities for existing and new market players,” said Vincent Grivet, Chair of the HbbTV Association.

Jan Vlček, President of AKTV and CEO of Nova Group, added: “The HbbTV technology perfectly combines the capabilities of the internet and linear broadcasting, opening doors to a completely new TV experience. At the same time, it offers a broad and unique scope not only in terms of breaking news but also in terms of business and advertising. It is a great challenge for us to push the boundaries further and to be a pioneer of this technology in the Czech Republic. I am therefore very proud that the 10th year of the Symposium is being held in Prague and I look forward to the future that HbbTV will bring us.”

The HbbTV Symposium 2022 will also host the 5th edition of the HbbTV Awards, featuring a wide range of categories designed to acclaim best practice and excellence in the HbbTV community. The connected TV industry’s most highly acclaimed recognition will be awarded at a prestigious ceremony in the evening of the 1st conference day, November 9.

Details on the HbbTV Symposium and Awards 2022, the event venue, recommended hotels, sponsors and media partners can be found at https://www.hbbtv.org/10th-hbbtv-symposium-and-awards-2022/.

Contact HbbTV Association:
Angelo Pettazzi
Chair HbbTV Marketing and Education Working Group (MEWG)
email: angelo.pettazzi@kineton.it
Tel: +39.335.7614.596

Press Contact:
Thomas Fuchs
Fuchs Media Consult GmbH
email: tfuchs@fuchsmc.com
Tel: +49 171 4483 168

DESPITE THE GROWTH OF VOD LINEAR TV IS STILL CRUCIAL

Linear TV is still a key source of revenue and profits for broadcasters despite the rise of video-on-demand (VOD) services. This was one of the key topics of  Innovation Day conference.

The Ministry of Industry and Trade (MIT) will continue to support the free-to-air digital terrestrial broadcasting (DTT) platform beyond 2030. Miloš Mastník, general director of Czech Radiocommunications (CRA), said this at Innovation Day conference. The future of DTT to be decided next year at the WRC 2023 conference in Geneva, which will give a hint as to whether DTT broadcasters will be able to use their existing frequency spectrum. CRA CEO Mastnik is confident that DTT broadcasting has a future beyond 2030. This is due to the current economic development, which will create a society-wide interest in maintaining DTT due to its free availability.

DTT broadcasting is still the most widespread form of TV signal reception in the Czech Republic. It is used by 54% of Czech households, and the penetration of DTT platforms has been relatively stable over time. The second strongest is IPTV reception, which has grown to 26% over the last years, on the other hand, the share of households using satellite broadcasting is decreasing (to 17.5%). In the second quarter of this year, the share of cable broadcasting increased to 13% (see chart below for more).

According to the CEO, Czech Radiokomunikace wants to further develop free-to-air DTT, but at the same time it is also seeking to develop other platforms such as HbbTV (currently 1.3 million TVs connected to HbbTV are registered) and OTT. “We are working on a paid content project and discussing the establishment of a national platform,” Miloš Mastník outlined the possibilities of developing paid content in DTT broadcasting.  However, discussions are only at the beginning, he said. Alongside this, the CRAs also have hopes for 5G broadcasting, which they have been testing since this spring and which is expected to bring benefits for TV broadcasting on mobile devices. The 5G testing is expected to expand to even more transmitters. The CRA also want to focus on the development of DAB+ digital radio broadcasting.

According to CRA’s director of regulatory affairs, Marcel Prochazka, linear TV broadcasting is a key source of revenue for broadcasters from a commercial perspective. Video-on-demand services (VOD, Netflix and others) are negatively affected by rising consumer prices, with VOD growth stalling in some Western markets, he said. This is also why some providers are trying to build advertising sales into their models to make the service cheaper for subscribers. “We are seeing an increase in AVOD services that are supported by advertising. They’re being talked about by Disney or Netflix, who are also considering their own linear free-to-air channels that will be ad-supported, which is similar to the kind of TV we know today,” Procházka said. In addition, he said the financial results show that revenues and even operating margins from linear TV broadcasting are still growing, while operating margins for internet VOD services are also negative.

Source: mediaguru.cz

ADVERTISING INVESTMENT IN MEDIA HOLDS DOUBLE-DIGIT GROWTH FOR EIGHT MONTHS

All monitored media types showed year-on-year growth in monitored media investment in this year’s eighth month. To date, advertising investment in media is up 12 per cent on last year.

In the first eight months of this year, monitored advertising investment in media has increased by 12 per cent year-on-year. Television is the strongest by volume of the monitored media. Outdoor advertising showing the highest year-on-year growth this year. This is according to data from Nielsen Admosphere’s AdIntel monitoring.

The monitoring data also confirms a slowdown in growth during the summer holidays, although all monitored media were in growth in August compared to July.

Source: Nielsen Admosphere

Investment in Internet advertising does not appear in the summary of monitored investments, and this is because the Internet is represented in the monitoring only by some formats and thus does not cover the complete Internet advertising spending. However, the AdMonitoring project shows that the year-on-year development of banner advertising on the Internet this year is also higher than for the period January to August last year.

Please note that the monitored investments do not correspond to the actual investments that flow into the media for buying advertising. However, they do indicate a trend.

Source: mediaguru.cz

AD SKIPPING RESTRICTIONS RETURNED TWO THIRDS OF GRPS

Media Club is satisfied with the introduction of ad skipping restrictions in the return view of IPTV operators, according to the first month results. According to Prima Group commercial director Vladimír Pořízek, about two first of GRPS ad returns have been made.

Since June, the Prima TV group has restricted the possibilities for skipping ads in the backview of IPTV operators. The introduction was justified by the need to protect advertising space following the growing share of video-on-demand viewership and the increasing popularity of internet TV, which, thanks to its back-viewing functionality, allows the viewer to watch programmes according to his or her time options, as well as skipping broadcast programmes, including ad breaks. Prima said that this trend would further weaken its advertising capacity in the future. After the first month of experience, commercial director Vladimír Pořízek says the restrictions have prevented the outflow of about two-thirds of advertising GRPs, thanks to the Media Club’s representation.

There is a growing concern about the future development of inflation, the impact on the cost of living and consumer behaviour. Are these developments having an impact on TV autumn campaign bookings? Are you registering reduced demand compared to the pre-holiday period?

We are not seeing a drop in demand yet. Commissioning companies learned to live with the fact that despite the restrictions, people had saved up and so the impact of these measures was not felt in sales. Consumer confidence may be down now and people are getting worried, but we are not seeing big changes in the behaviour of the sponsors yet. There are concerns and it looks like the crisis is knocking on the door. Yes, we are all preparing for it. But still, we saw it during the period of covid, when there was no crisis at all. Clients have the money so far and are planning their autumn campaigns. People still have savings and unemployment is still almost zero. The attitude of the government will be important. If it helps people financially and sort out energy prices, it is quite possible, in the most positive scenario, that there will be no major crisis. On the other hand, we do not know what will happen next, when people start receiving new bills or factories really start closing down as a result of the gas shortage, and it is premature to draw a picture for 2023. It depends on a lot of factors. We are working with different scenarios, but at the moment we do not know exactly what will happen from January.

Do you at least have an idea of what the price of TV advertising might look like for 2023, given that advertiser interest is high and advertising space is full?

Demand is strong, ad space is filled, and most importantly, GRPs are dwindling in linear TV, thanks to more competition from VOD services. In addition, our cost of entry is rising. All of these circumstances then translate into our pricing, which is why we plan to increase advertising prices for 2023.

And by how much? ASMEA estimates inflation in TV for this year at 10-15%, with general inflation at 20%…

I believe it will be at a similar level to last year (increases in the range of 11-16%, ed.). However, we are still monitoring market developments and will decide accordingly. Clients have the money so far and are planning their autumn campaigns. We will increase advertising prices for 2023.

When you presented the AdCross cross-platform measurements this spring, you outlined the trends for the next few years, which showed, among other things, that the GRP volume in linear TV broadcasting will decrease. Did you register a reduction in GRPs in the first half of 2022 compared to the first half of last year?

Yes, of course. Moreover, the trend has also intensified due to the fact that in the past years, TV viewership has increased due to the covid, while after the covid measures were lifted, it has declined steeply, and this is reflected in the lower number of linear GRPs. We cannot yet say how the launch of the additional pay video platform Disney+ in June has affected the number of GRPs. We have been helped by the introduction of restrictions on ad skipping in rewind viewing by IPTV operators from June. As a result, an interesting proportion of our GRPs have returned. But the trend is clear: we expect GRPs in linear TV to continue to decline in the future. It’s just a matter of how fast it will be and how it will be reflected in different audience groups. The more VOD services on the market, the more time people will spend on them, which will amplify the decline in linear GRPs. People have learned to pay for VOD services during covid, which is also a new thing, as there has long been scepticism about whether Czechs would be willing to pay for video content on the internet.

In June, you introduced restrictions on skipping adverts in rewatching for IPTV operators. So how many GRPs did you get back in July?

Two-thirds of the GRPs came back. Most operators are able to take advantage of not having to run full length ad spots as on linear TV, but shortened to about 3 minutes during the break. However, not all operators have been able to adapt their systems and implement these measures in this way. Two thirds of the returned GRPs represent over 2 thousand GRPs per month.

The trend is clear: we expect GRPs in linear TV broadcasting to continue to decline in the future. It’s just a matter of how fast it will be and how it will affect different audience groups.

Will there be any more changes to the functionality to limit ad skipping?

The functionalities remain the same for 2023. Our aim is to integrate operators into cross-platform viewership measurement. We are now inserting online advertising with three operators: betterTV (GoNet), Sledovani.tv and Grape. Crossplatform measurement will allow us to better target viewers and deliver better affinity to our clients on their campaigns.

And that should happen when?

We are working hard on the implementation now with BetterTV and Sledovani.tv and hope to deploy crossplatform measurement in the next 3-6 months.

During the last few years, the advertising market has been affected not only by covid, this spring the war in Ukraine has started. Have these events affected the behaviour of advertisers in different segments?

There were two problems during the covid era: some advertisers couldn’t sell and so had nothing to advertise, and the other group that could sell stopped needing advertising because people had nowhere else to spend their money and so their sales skyrocketed. Moreover, people also saved a lot of money during covid and started to spend it as the restrictions loosened up, even though inflation was flying upwards.

When it comes to Ukraine, advertisers did not want to place ads next to war programmes. So we had to withdraw selected programmes from the Prima Zoom channel, where we regularly include war documentaries in the programming schedule. It also affected news websites, which of course covered the war a lot, and not many advertisers wanted to be associated with that. As a group, however, we did not see a decline in overall advertising volume in the first half of the year.

Given the expected trends we’ve talked about, you’re trying to push eGRP sales into the market. What is their current share in the 15-69 target group?

So far, it’s only units of percentages. We are still at the beginning, we have to teach the market to trust eGRPs. We now have data that confirms that with eGRPs we can target younger target groups, women in particular, well and increase the affinity of campaigns.

One last question on the commercial policy for 2023. In the spring you talked about putting some of the advertising space up for auction. Is that still valid?

We will only auction part of the TV advertising space if there is excess demand. We process agency negotiations through special software in which each media agency can see the agreed terms and their parameters. The targets are set there for each client. If there is an excess of demand, it could happen that agreements with the lowest CPP value fall into the auction if they are not concluded in time. Absolutely every client will have the opportunity to close the deal in the standard way, but they must respond in a timely manner. However, if clients or agencies are speculating and there is an excess of demand over supply, it may be that they will overbid. We have already turned down several clients in the past year because their price was extremely low. However, this may not happen at all. In addition, we sell a very small portion of our GRPs in the so-called monthly auction if we are not sold out in a given month.

Zdroj: mediaguru.cz