DTG tests 95% UK’s receiver market to ensure targeted ad performance

The DTG tested 95% of the UK receiver market – over 100 hundred devices – for targeted ad performance, and has released the resulting report for members (or for purchase), as well as a free test app suite. The UK’s digital TV industry body claims the project will allow broadcasters to make informed decisions about the best solutions to implement in order to maximize reach when replacing broadcast ads with targeted ads on IP-connected HbbTV devices. DTG claims that this will increase broadcasters’ advertising revenues while minimizing development costs.

The cross-industry task team that was established by the DTG last January, and which focused on targeted advertising, created the report and app. Members of the group – which included Arqiva, Channel 4, Google, S&T and TP Vision – aimed to evaluate the status of HbbTV implementations in currently deployed UK DTT devices for the substitution of broadcast ads with addressable TV. The group was also given the task of developing a simple HbbTV program for demonstration.

Ranjeet Kaur, Testing Associate Director and Project Lead, DTG, says: ““We know the TV landscape undergoes constant evolution (and sometimes revolution!) It is vital work like this that we do, and that involves organisations that are at the forefront of the industry, that ensures that viewers have a great experience. The DTG occupies a unique position at the epicentre of digital TV and, together with our partners, we are defining the pathway to the future of television.”