Israeli advertising newcomer justAd.tv says it will launch at IBC next month, and offers a mouth watering incursion into advertising systems for Over The Top (OTT) video using HbbTV, the new European standard, as well as all the major digital TV delivery technologies IPTV, Cable and Satellite.
The Tel Aviv base company said it will launch a system which enables Pay-TV providers (cable, IPTV and satellite) and HbbTV broadcasters to apply internet-style advertising to non-linear entertainment services such a VOD and DVR. Then system has already had a major win at Italian Swisscom subsidiary Fastweb, one of the first and most successful IPTV operators in the world.
‘Today’s TV viewers want more control and the technologies are there to enable entertainment on-demand. At justAd.TV we are embracing the shift from linear to non-linear TV and enabling advertisers to integrate with the TV show, so that the viewing time of each program is not prolonged. Our current data shows a significant gain in customer purchases following the viewing of our non-linear TV ads. By serving ads when viewers are engaged and can interact, we are far more effective than the legacy 30 second spot,’ said Yariv Erel, CEO, justAd.TV.
Back in June justAd.TV announced its ground breaking deal with Fastweb. The system allowed viewers to interact with advertising which consists of banners overlaid on a TV screen when a viewer pauses video or fast-forwards. The idea is to make the most of spaces which do not interrupt the viewing experience. To our knowledge TiVo has been using similar systems for about five years and has patented many of the mechanisms by which they are triggered. However TiVo never used internet banners and this means that internet and TV campaigns can have the same look and feel and interaction.
justAd.TV will show this and other new advertising formats at the International Broadcasting Conference in Amsterdam in September including addressable advertising targeting. Another technique justAd.TV is working on are TV advert selectors, where the viewer is provided with free VOD products, such as movies, paid for by advertising suited to their personal requirements.
Recent consumer trials carried out by justAd.TV found that viewers use the pause/fast forward button at least once in every VOD session, with an average pause taking 2 minutes, and fast forward taking 13 seconds and rewind 7 seconds. The trials showed that consumers prefer these new advertising formats and skip adverts less. Well they can’t skip them can they?