{"title":"使用HbbTV和MPEG-DASH的跨平台广告插入","authors":"R. Seeliger, D. Silhavy, S. Pham, S. Arbanowski","doi":"10.1109/APMEDIACAST.2016.7878174","DOIUrl":null,"url":null,"abstract":"Increasing worldwide adoption of HbbTV (Hybrid Broadcast Broadband TV) and MPEG-DASH enables new opportunities for broadcasters and advertisers. The work described here introduces the technical foundations to allow broadband-delivered (IP) ads into broadcast delivered live content using the standards HbbTV and VAST. IP-delivered display and video ads can overlay or complement instream broadcast ads. They allow a more efficient viewer targeting by considering user profiles and e.g. geographic information. In parallel to deliver broadcast ads to HbbTV devices, the work shows a way how to deliver the same media content and ad signals via Broadband in terms of over-the-top (OTT) using MPEG-DASH. MPEG-DASH allows to reach more platforms and devices, while benefiting from the advantages of HTTP adaptive streaming. The solution offers a Web-based tool to schedule ad events for HbbTV and OTT (MPEG-DASH) simultaneously. With companion screen support, which comes with HbbTV 2.0, even more advanced ad-insertion scenarios will be possible.","PeriodicalId":177765,"journal":{"name":"2016 Asia Pacific Conference on Multimedia and Broadcasting (APMediaCast)","volume":"1 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2016-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"Cross-platform ad-insertion using HbbTV and MPEG-DASH\",\"authors\":\"R. Seeliger, D. Silhavy, S. Pham, S. Arbanowski\",\"doi\":\"10.1109/APMEDIACAST.2016.7878174\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Increasing worldwide adoption of HbbTV (Hybrid Broadcast Broadband TV) and MPEG-DASH enables new opportunities for broadcasters and advertisers. The work described here introduces the technical foundations to allow broadband-delivered (IP) ads into broadcast delivered live content using the standards HbbTV and VAST. IP-delivered display and video ads can overlay or complement instream broadcast ads. They allow a more efficient viewer targeting by considering user profiles and e.g. geographic information. In parallel to deliver broadcast ads to HbbTV devices, the work shows a way how to deliver the same media content and ad signals via Broadband in terms of over-the-top (OTT) using MPEG-DASH. MPEG-DASH allows to reach more platforms and devices, while benefiting from the advantages of HTTP adaptive streaming. The solution offers a Web-based tool to schedule ad events for HbbTV and OTT (MPEG-DASH) simultaneously. With companion screen support, which comes with HbbTV 2.0, even more advanced ad-insertion scenarios will be possible.\",\"PeriodicalId\":177765,\"journal\":{\"name\":\"2016 Asia Pacific Conference on Multimedia and Broadcasting (APMediaCast)\",\"volume\":\"1 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2016-11-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"2016 Asia Pacific Conference on Multimedia and Broadcasting (APMediaCast)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1109/APMEDIACAST.2016.7878174\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"2016 Asia Pacific Conference on Multimedia and Broadcasting (APMediaCast)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/APMEDIACAST.2016.7878174","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Cross-platform ad-insertion using HbbTV and MPEG-DASH
Increasing worldwide adoption of HbbTV (Hybrid Broadcast Broadband TV) and MPEG-DASH enables new opportunities for broadcasters and advertisers. The work described here introduces the technical foundations to allow broadband-delivered (IP) ads into broadcast delivered live content using the standards HbbTV and VAST. IP-delivered display and video ads can overlay or complement instream broadcast ads. They allow a more efficient viewer targeting by considering user profiles and e.g. geographic information. In parallel to deliver broadcast ads to HbbTV devices, the work shows a way how to deliver the same media content and ad signals via Broadband in terms of over-the-top (OTT) using MPEG-DASH. MPEG-DASH allows to reach more platforms and devices, while benefiting from the advantages of HTTP adaptive streaming. The solution offers a Web-based tool to schedule ad events for HbbTV and OTT (MPEG-DASH) simultaneously. With companion screen support, which comes with HbbTV 2.0, even more advanced ad-insertion scenarios will be possible.
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