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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 contact@enensys.com