Facing capped revenues, TV broadcasters are constantly seeking innovative solutions to expand their ad inventory. Serverside.ai presented a groundbreaking answer at the HbbTV Symposium 2024 in London: a switch-in spot solution for targeted advertising via HbbTV.
Traditional linear TV schedules have fixed ad slots, limiting flexibility and hindering revenue growth. This is where Serverside.ai's solution shines. By leveraging the often-unutilized moments when viewers change channels, switch-in ads offer a new avenue for monetization.
These brief ads, served programmatically through HbbTV, appear during channel transitions, capturing viewer attention without interrupting scheduled programming. Presented as an L-shaped banner (L-banner) with the channel logo and a countdown timer, these ads create premium ad inventory without increasing the number or length of traditional commercial breaks.
This approach unlocks additional revenue for broadcasters and provides advertisers with new opportunities to reach engaged audiences. The ads are targeted at the household level, further enhancing their effectiveness.
HbbTV’s rise as a key technology in the European TV landscape is undeniable. Its open standard ensures compatibility across devices, making it a valuable tool for both broadcasters and manufacturers. The open nature of HbbTV aids in its adoption and allows for this innovative advertising solution to thrive.
“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.”