New Commercial Opportunities through Unification of Broadcast Automation and Digital Advertising Logistics
Thanks to the interaction between the two systems TV stations profit through the efficient distribution of digital ads into their broadcast signal via real time ad server logistics. As a result, stations will be able to trigger synchronized ad distribution in real time opening their existing program planning to digital marketing channels quickly and easily. Existing TV audience reach will also become much more transparent, creating new advertising space that can be sold more efficiently. Current audience numbers can already be utilized to benefit from digital real-time marketing and data-based programmatic TV solutions even today.
By bringing together both companies‘ key expertise into one product, TV operators will be offered a scalable solution with high innovation power: smartclip with its newly developed addressable TV platform based on HbbTV provides access to the digital advertising world with innovative measurement methods, ad server solutions and targeting opportunities. On the other side, HMS provides its successful individual TV broadcast solution, covering the entire production and broadcast workflow – including integration of third party sources, automation processes, flexibility and scalability. The DiSA playout system developed by HMS currently runs at more than 200 TV stations worldwide.
„With our addressable TV platform, we are offering TV stations a solution to monetize their linear TV program on top with digital marketing instruments. Our combined, fully integrated solution with HMS creates an additional opportunity to efficiently connect current TV workflows with digital marketing channels on our framework and ad server infrastructure. With these advertising models, TV stations are able to profit directly from new advertising investments. Furthermore, by using our consistent technical infrastructure, advertising clients will be able to access interesting target groups and aggregated audiences in a very transparent manner“ explains Thorsten Schütte-Gravelaar, board member at smartclip AG.
Frank Mistol, CEO and founder of HMS, adds: “Together with smartclip we are closing the gap between linear television and numerous digital marketing instruments that have basically only been used on the internet to date. Everyone gains, particularly TV stations that are now able to access new income sources, giving them an excellent position for the future.“