TDF and ENENSYS announce a strategic partnership to further develop innovative, HbbTV-compatible addressed advertising solutions for DTT.
TDF and ENENSYS Technologies, a major player in advertising insertion, have joined forces to accelerate the development of its Dynamic Ad Substitution solution for DTT.
TDF has developed an innovative solution for dynamic advertising substitution on digital terrestrial television (DTT), using the HbbTV technical environment. In a way that is transparent to viewers and respects their privacy, advertising broadcast by the DTT stream is replaced by targeted advertising. Initial trials began in January 2019 (https://www.francetvpub.fr/actualite/tv-segmentee-francetv-publicite-1ere-regie-a-realiser-une-substitution-ciblee-de-spots-publicitaires-sur-la-tnt-en-hbbtv-avec-tdf/). They have demonstrated the relevance of the solution.
The "Dynamic Ad Substitution" solution, developed by TDF, thus completes the offer proposed by ENENSYS. Thanks to its technology, ENENSYS enables 1.5 billion viewers to receive television, and plans to facilitate the adoption of this solution to all DTT standards and technical environments, in particular the American ATSC3.0 standard.
The partnership between TDF and ENENSYS will make it possible to offer an innovative and comprehensive range of addressed advertising services to all broadcasters in France, Europe and throughout the world.
Despite the development of Internet TV, offered by telecom operators, DTT remains a constantly evolving platform and one of the primary means of accessing television.
Franck LANGRAND, Managing Director of TDF's Audiovisual Division, said:
The gradual introduction of addressed advertising in DTT streams is a major challenge for our customers, enabling them to combine the best of both worlds: the power of broadcast with the "made-to-measure" capacity of digital. TDF identified this challenge at a very early stage, and has developed a solution that is one of the most advanced on the market. Thanks to the partnership with ENENSYS, and its global coverage of broadcast technologies, the solution will now be fully industrialized to establish itself as the benchmark solution for the DTT environment worldwide.
Régis LE ROUX, CEO and founder of ENENSYS added:
Thanks to our partnership with TDF, we've added a highly advanced piece of technology to our portfolio of solutions for broadcasters, which has been lacking until now, and which complements it perfectly. Our mission is to help broadcasters optimize and monetize the distribution of their content, and thus adapt to the new challenges they face. Targeted advertising is one of the new opportunities opening up with HbbTV, and we're going to help them create additional value from the very strong positions they occupy in linear program broadcasting.