Serverside.ai introduced its new switch-in spot solution for targeted advertising via HbbTV at the HbbTV Symposium 2024 in London, aiming to solve the problem of capped revenues in TV broadcasting.
TV broadcasters often face capped revenue due to the limited number of ad breaks they can fit into scheduled programming without disrupting the viewing experience. With fixed ad slots in linear TV schedules, there is limited flexibility in expanding ad inventory, especially during high-demand time slots. For this reason, broadcasters encounter heavy limitations on their revenue growth, according to Serverside.ai.
Switch-in ads offer a solution by utilising moments when viewers change channels. These brief transitions, typically not monetised, present an untapped opportunity to serve targeted ads that capture viewers’ curiosity without interrupting the scheduled programming and in a moment where attention is typically pretty high, according to Serverside.ai.
By introducing short ads during channel switching, broadcasters can create new premium ad inventory without increasing the number or length of traditional commercial breaks. This allows them to unlock additional revenue, giving advertisers new placements and opportunities to reach engaged audiences, thus overcoming the limitations of fixed ad slots and capped ad budgets.
These spots, which are targeted at the household level and served through a programmatic ecosystem via HbbTV, are surrounded by an L-shaped frame (L-banner) with the channel logo and a countdown indicating the remaining duration of the commercial.
HbbTV is gradually establishing itself as a necessity in the European TV landscape as it enriches the traditional broadcast environment with modern broadband capabilities empowering broadcasters and advertisers to deliver tailored experiences to their audiences. Most importantly, its open standard ensures compatibility across devices, fostering adoption by broadcasters and TV manufacturers.
“We are thrilled to have sponsored this year’s HbbTV Symposium in London, an invaluable event that brought together the brightest minds in the broadcast industry,” said Sebastian Strootmann, Director of Marketing & Business Development at Serverside.ai. “The event was the perfect stage to unveil our switch-in L-banner solution, showcasing our innovative approach to creating additional inventory. The audience of industry leaders and experts made this the ideal setting to highlight our vision and spark meaningful conversations about the future of broadcast TV.”