The DTG has launched a new test suite after testing 95% of the receiver market to evaluate the status of HbbTV implementations currently deployed in the UK.
In April 2021, the DTG established a cross-industry task group on Targeted Advertising with partners including Arqiva, Channel 4, Google, S&T and TP Vision.
It wanted to establish the suitability of DTT devices for the substitution of broadcast ads with broadband-delivered targeted ads (also known as ‘addressable TV’); and to develop a simple HbbTV application for a demonstration.
The project identified the devices’ capabilities and if they fulfil quality metrics for broadcast ad replacement. The DTG says the report will help broadcasters make informed decisions about the tools and solutions needed to reach the maximum number of devices. It’s been named a finalist in this year’s HbbTV Awards.
“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,” said DTG Testing Associate Director, and project lead, Ranjeet Kaur.
The tests were run across 100+ devices in the DTG Zoo, representing 95% of receivers in UK homes and the results are contained in the project report.
The app suite is also available from today.