IBC 2019: hoppr's George Gelavis Describes how CPE-based Targeted Advertising Opens Door for Network Service Providers Seeking New Revenue Streams
"By deploying Technicolor STBs with hoppr software installed, NSPs can provide advertisers with ad space in a new place." -- George Gelavis, CEO, hoppr
"While NSPs have long owned and operated the networks and customer premises equipment (CPE) that deliver advertising messages to consumers' homes, operators have largely been left out of the revenue that is generated," explains Gelavis.
The recent partnership between hoppr and Technicolor is about to change all of that. The two companies have teamed up to bring the established digital advertising domain to TV. We are focused on opening up the traditional TV advertising landscape and expanding it to become an easily accessible format to both buy and deliver.
For those not aware of Australia-based hoppr (www.hoppr.com.au)
"We have partnered with Technicolor -- one of the world's largest set-top boxes (STBs) manufacturers -- to create hoppr TV software for STBs. Working through the Technicolor Hero Program of strategic partners, we have integrated hoppr TV into the Android TV operating system that powers Technicolor STBs," he says.
By deploying Technicolor STBs with hoppr software installed, NSPs can provide advertisers with ad space in a new place. This enables NSPs to offer advertisers highly customized and tightly targeted advertising opportunities by delivering advertising content direct to customers' STBs while providing rich, real-time reporting and analytics that sharpen the effectiveness -- and accountability -- of brands' marketing strategies.
"The beauty of this solution is that we can take advantage of the developments in the digital advertising space, where most of the process has been automated. The integrated hoppr and Technicolor solution eliminates a lot of the complex processes associated with placing advertisements into the market," Gelavis says.
It is an area of opportunity that is already large, and projected to explode. Advertising on top of OTT platforms and devices has emerged as a significant revenue generating opportunity for service providers. Analysts at Juniper Research project that AI-based targeted advertising will grow from $294 billion in 2019 to reach $520 billion by 2023.
At IBC 2019 in Amsterdam this week, the companies will be demonstrating how hoppr TV has been fully integrated into the Technicolor Android TV STB. This means that NSPs will not need to modify the software stack already on Technicolor STBs. The joint deployment of hoppr TV has been integrated, validated and tested to ensure the combination of offerings is highly stable and reliable.
Security and Privacy Top Priority of Joint Offering
"Since the partnership between the two companies was initiated, the joint teams have placed the highest priority on ensuring the security and privacy of customers and advertisers alike. The joint offering is being deployed with the high levels of data encryption, and we've built our technology from the ground up to be GDPR compliant. To protect advertisers, we have also developed comprehensive ads.txt measures for fraud detection," says Gelavis.
By creating an environment that supports direct communications among NSPs, advertisers and consumers, hoppr and Technicolor are opening opportunities for operators to productively and safely engage with connected home consumers in ways that add value and build trust.
Tune in to a comprehensive interview with George Gelavis on this topic by visiting:
Page Updated Last on: Sep 16, 2019