DTG launches targeted advertising testing

UK digital TV industry body the DTG says it had tested 95% of the UK receiver market for targeted ad performance, and has produced a report and free test app suite are.

In April 2021 the DTG established a cross-industry task group on targeted advertising with partners including Arqiva, Channel 4, Google, S&T and TP Vision.

Its mission was to evaluate the status of HbbTV implementations in currently deployed UK DTT devices for the substitution of broadcast ads with broadband-delivered targeted ads and to develop a simple HbbTV application for a demonstration.

The project identified the devices’ capabilities and if they fulfil quality metrics for broadcast ad replacement. The aim was to enable UK broadcasters to make informed decisions about which tools and solutions to implement to reach the maximum pool of devices when substituting broadcast ads with targeted ads in IP-connected HbbTV devices.

The tests were run across over 100 devices in the DTG Zoo, representing 95% of receivers in UK homes and the results are contained in the project report. The brand-new test app suite is available from today.

DTG Testing Associate Director, and project lead, Ranjeet Kaur said: “We know the TV landscape undergoes constant evolution (and sometimes revolution!) and it is dynamic, important work like this, with organisations that are leading the pack, that ensures we are guaranteeing excellent viewer experience throughout. 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.”