HbbTV brings broadcast television and broadband internet together, allowing TV channels to provide interactive applications and additional content to viewers. It provides opportunities for innovative advertising formats while maintaining the simplicity and ease of use of traditional television. As an open standard supported by major hardware and software companies, HbbTV ensures compatibility across devices and distribution systems. Channels and manufacturers benefit from the flexibility of a universal solution rather than proprietary technologies.

1. Push the
button
Hybrid Broadcast Broadband TV
January 2013

2. FOREWORD
TV has shaped 20th-century culture more than any other technology.
With the advent of television, we have been given the opportunity to
witness major moments in world events, all the while enjoying fascinating
entertainment. Unforgettable moments include Neil Armstrong’s first steps
on the moon in 1969 and the legendary fight between Muhammad Ali and
Joe Frazier in 1971, broadcast live on TV in our living rooms.
The Internet has also significantly expanded our communication options.
The opportunity for dialogue now complements the ability to see moving
pictures. However, what makes our present situation so exciting is not the
establishment of an innovative key digital medium, but rather the merging
of technologies: welcome to the age of Hybrid Broadcast Broadband TV
CONTENTS (HbbTV)!
HbbTV brings the Internet to the TV, providing viewers with countless
fascinating applications and a whole host of new TV channels. Companies
have unimaginable opportunities to expand the content of their TV
commercials and enter into a dialogue with potential customers in a highly
attractive environment.
With this White Paper, we would like to provide you with an overview of
the marketing and advertising opportunities this new technology provides.
1. Foreword3 We will be familiarizing you with the latest developments and some best-
practice examples taken from the global BBDO network. You will be inspired
2. Internet-Compatible TV 4 by MAGGI, Mercedes-Benz, and Postbank, who are currently working on
establishing mass-market applications following the successful HbbTV pilot
3. A Brief “What’s What” in the New World of TV Flexibility 7 stage.
4. HbbTV – Opportunities for Innovative TV Formats 16 I hope you enjoy the brochure.
5. HbbTV – the Benefits for Advertisers 22 Kind regards,
6. The Global Role and Marketing Development 37
7. Summary42
Torsten Kägler,
Consulting, BBDO Proximity Hamburg
8. Sources43
2

3. Time Spent Watching TV
Remains Consistently High
The popularity of TV has been increasing since
the 1950s, captivating people all over the world
with fascinating moving pictures. TV has since
become an undisputed mass medium. The rising
demand for exciting programs has led the TV
market to create more and more new channels
and formats. As a result, the average American
spends 283 minutes every day watching TV,
while in Germany this figure is 223 minutes.1
Even in Sweden, which brings up the rear,
people manage to spend 166 minutes a day in
front of the TV. It is astonishing to think that,
in spite of the Internet, these values have
changed very little over the years. For example,
while Internet use in Germany increased from
44 to 83 minutes in 2010, the amount of time
spent watching TV remained constant, almost
down to the minute (cf. ARD/ZDF Massenkom-
munikation 2010).
To this day, linear TV still determines the
programs people watch: viewers can only
choose from the content offered at that time
and very little has changed over the past
50 years. Communication practices, however,
have long since followed a different set of
ideals. Brands such as Mercedes-Benz, MAGGI
and Postbank initiate dialogue on Facebook,
on Twitter, in blogs, and on private websites,
while TV channels continue along their one-way
roads and only very timidly pursue dialogue.
2. INTERNET-COMPATIBLE TV
As we sit comfortably on the couch, the TV obeys our every command with
the push of a button. On, off, changing the channel, browsing teletext – you THE DECISIVE INNOVATION SHOVE:
can do just about anything in a snap with the remote. Leaning back and
relaxing, we flip through the channels and realize that nothing beats simple
FEEDBACK-COMPATIBLE TV
operation. Nothing, not even the quantum leap to Internet-compatible TV
with its new interaction options and numerous additional channels, can
change that.
4 5

4. The Future Lies in
Internet-Compatible TV
READY FOR
Seldom do we see as much change in the TV
market as we are seeing right now. Just as
A BRIEF “WHAT’S WHAT” IN THE
TAKEOFF everyone was talking about 3D TV at the 2011
Consumer Electronics Show in Las Vegas,
3. NEW WORLD OF TV FLEXIBILITY
Internet-compatible TV – also called “connected
HbbTV has been up and running since 2010. TV”2 – is now all the rage, and very few who Although they may differ in the details, hybrid TVs, connected TVs
Before that, channels did not have the deal with the technology professionally are and smart TVs are all basically the same thing: they link two
technology required to adapt to changing well versed in all the technical jargon. transmission channels that used to be separate – namely, the linear
communication practices. After all, broadband signal of the TV channel and two-way data transfer via a broadband
Internet access has only been available across Internet connection. There are, however, subtle differences in each.
the board for a few years now, and Wi-Fi has Strong Demand for More
only established itself in households gradually. Transparency
Without these technologies, TV can be nothing
more than a receiver medium. It is only the Potential buyers do not know what to expect
feedback function that makes TV a future-proof from an Internet-compatible TV. From their
dialogue medium. point of view, the market is highly obscure:
the glitzy technical terms do not exactly make
There was another problem to contend with: it any easier to navigate, and the manufacturers’
until very recently, TV channels had refused apps are difficult to classify and compare.3
to take advantage of the new opportunities The simplicity of conventional TVs that people
associated with digital media centers, and have become accustomed to threatens to sink
the trend of flexible media use, which is in a complex sea of individual solutions. In
characterized by frequent replacement of order to turn the hype into a foundation for
terminals. To this day, media centers still only growth, people need to understand what
represent supplementary offers for channels the new technology is all about. Clarification
and, by choice, play a minor role in the business is the order of the day.
model.
The feedback channel features provided by
TVs are still only rudimentary when it comes
to linear programming. Yet the high number
of shows using TED voting and promoting
interaction with live broadcasts demonstrates
that there is plenty of demand. And these
shows tend to attract a large viewing audience.
In short, dialogue with viewers has long been
a part of the entertainment landscape, even if
that dialogues is not offered directly through
the TV. These days, show concepts are limited
to simple call-in concepts and extensions on
Facebook and Twitter.
6 7

5. Hybrid TV Apple iTV
This is an umbrella term for Internet- The next big thing to emerge from the Californian
compatible TV. As the term suggests, hybrid cult brand. At the end of 2012 at the latest,
TV refers to the linking of two technologies Apple will be revealing the secrets of its newly
with different origins: the TV with apps is developed TV. The new device with voice control
intelligently linked to a game console with a will, as always, be intuitive and
Web browser. The term thus describes the is almost certain to stir up the
principle of connectivity in a general way – TV market. Until then, Apple
and in various compositions. TV allows you to enjoy content
from iTunes on the TV using
More information
both PCs and Macs. at techradar.com
Smart TV
A marketing term for individual manufacturer
solutions. Many manufacturers have introduced
HbbTV
Internet-compatible TV with their own Internet This represents the first in a new era of TV.
portals – and so the term smart TV was born. For The term Hybrid Broadcast Broadband TV
example, Panasonic developed VIERA Connect 4
represents a simple concept that facilitates
as a centralized portal for TV applications, such a whole host of new functions. The principle
as Skype and Maxdome. Some is that, with the push of a button, viewers
models even facilitate regular can carry out actions defined by the channel
Internet access. Internet offers at specified access points during the program.
are very often managed by the Like basic teletext, a push of
manufacturer and individually the red button opens up or
More information
configured for each device series. at wikipedia.org closes the HbbTV applications.
Based on a European standard,
HbbTV is compatible with all
More information
IPTV manufacturers. at wikipedia.org
A transmission alternative to cable, satellite,
and antenna. IPTV allows you to receive TV
signals online, with solutions
offered primarily by Telekom
and Vodafone. In addition
to the standard channels,
pay channels are often also
More information
available. at wikipedia.org
8 9

6. Doomed to Failure: Cross.TV met@box and Cross.TV, relies on an independent
set-top box. In addition to an extremely extensive
and met@box
media center, YouView offers options for recording
shows and pausing live TV. The first boxes were
In the past 15 years, many companies have
delivered at the beginning of August 2012, just in
attempted to revolutionize the TV. Infomatec
time for the Olympics in the UK.
Media AG gained notoriety with its Cross.TV.
Using a set-top box, viewers could call up
the desired content in a way that is similar to
TiVo: The U.S. Pioneer in
Internet using a vertical blanking interval in the
analog TV signal, a solution that was doomed
Time Shifting
to failure: the vertical blanking interval would
TiVo had good prospects for successfully
not have worked with digital TV, as it had been
establishing itself in the North American market.
developed specifically for analog TV. And the
Based on a digital video recorder, the system
problems did not stop there: years ago, the
makes it possible to define which shows should
Internet was not nearly as widespread as it is
be recorded and subsequently enables the
today and, because Wi-Fi was still in the distant
skipping of commercials during later viewing.
future, the TV had to be positioned in direct
TiVo offers another benefit in that it learns
vicinity to the phone jack, making it significantly
from individual user habits and the user’s
HbbTV: Fulfilling All the Requirements Essential for Success more difficult to connect. What is more, TV
corresponding recording behavior and can thus
channels did not accept the Cross.TV license
suggest shows that the user might like. TiVo
model, as they would have had to pay a fee for
The biggest hurdles standing in the way of HbbTV acceptance have been overcome. Today,
boasted hybrid technology early on: the link to
each show based on viewer volume. The efforts
a cable is no longer necessary for connection to the telephone network. On a global scale, Wi-Fi
the Internet facilitates a dialogue-compatible
of met@box AG came to a similar end around
is as widespread as the broadband connection, allowing the TV to connect more quickly to the
feedback channel, allowing the user to operate
2000, when the company failed to establish itself
necessary data line and call up the content required for HbbTV. The minute-based plan was
any number of interesting applications, such
in the new market.
replaced by flat rates years ago, and DSL connections have taken the place of ISDN. But let us
as simple games and surveys. With TiVo, users
not forget that HbbTV is a technology standard that is compatible with all manufacturers and
can even take part in sweepstakes and call up
not the new development of any one company, making it a future-proof concept that is ideally
coupons, opening up interesting opportunities
prepared to cope with evolving communication practices. Proprietary Solutions in the for interactive advertising for companies.
UK: MHEG-5 and YouView In English-speaking countries, in particular, TiVo
has demonstrated that viewers appreciate
The MHEG-5 standard has been available in the time shifting in conjunction with the added value
UK for several years and combines many of the that comes from the Internet connection.
functions that are available through HbbTV. Still, the number of users is currently falling.
Buttons in red and other colors call up various The subscription commitments discourage
applications, expanding standard TV formats price-sensitive customers in particular and may
to include Internet content. Combined with prove to be a major hurdle to surviving in the
home-shopping applications, media centers, and market over the long term.
video-on-demand services, MHEG-5 is currently
integrated into five million devices in the UK.
Nonetheless, some channels have opted for
HbbTV, and are most likely to benefit from a
uniform European standard and the mutual
developments associated with integration into
TVs and set-top boxes. YouView represents
another British project, which, like the former
10 11

7. HbbTV: a Recognized HbbTV: Managed Freedom » Minimal requirements and extremely simple
European Standard for Manufacturers and components ensure that all companies can
support functions
TV Channels
HbbTV is a technological standard that many
major hardware and software manufacturers
» Broadcast programs can manage and
In the past, a desire for exclusivity motivated distribute information to prevent the
support and promote for use in TVs and
all TV manufacturers to develop proprietary uploading of additional services and the
set-top boxes. Companies such as LG, Philips
solutions. As an alternative to this temporary overloading of the TV screen
and Sony play a key role in further developing
benefit, HbbTV offers a future-proof solution
and establishing HbbTV technology. Other
companies such as Panasonic, Samsung and
and the market opportunities of a standard that
» There is an option to replace standard
is compatible with all manufacturers. Here is an
Sharp also support the technology with their teletext with high-quality content
overview of the benefits:5
latest generations of devices and sometimes
even with software updates for older devices. » There is an pen standard as a general
HbbTV is intuitive and easy to use, ensuring
HbbTV was standardized by the European foundation for all manufacturers and that users will find it no more difficult than
Telecommunications Standards Institute (ETSI)
in June 2010.
Billboard companies based on free technology basic teletext, which HbbTV will replace.
DISPLAY
As such, HbbTV fulfills the key acceptance
POSTER
» Support is compatible with all broadcasting
criterion: ease of use.
STER
BACKLIT PO distribution systems (cable, satellite, antenna)
and all standard Internet connections
web
The parallel use of TV and Internet is no longer view, which model currently seems to be more
a dream and now contributes to shaping the suitable?
ADVERTISING INTERACTION communication content. It will always be considered
WILL CONTINUE TO BE A PURELY a push technology, even if new dialogue functions Providers will slightly prefer predictable and
are constantly added. calculable flat-rate offers, while the advertising
SUPPLEMENTARY OPTION. industry will want to choose a plan based
If there is an HbbTV button in every commercial, entirely on click rates. The service performance
the option will soon lose all of its appeal for the will ultimately decide how high the demand
The high degree of innovation in the mobile terminal
consumer. Would it make sense from a media is and who can impose which price model in
segment clearly raises the question of whether or
point of view to introduce restrictions and thus the advertising market.
not HbbTV technology is even necessary. Due to the
high number of alternative interaction options already maintain the quality of HbbTV?
available, media consumers are spoiled for choice
General and advertising interaction will continue
Peter Kuhlmann when it comes to choosing the right technology.
Smartphones and tablets simply represent a further to be a purely supplementary option. TV is and
Chief Operating Officer, OMD Germany
alternative. For HbbTV, it is more an issue of whether always will be a medium for relaxation. The fact
(Omnicom Media Group Germany GmbH)
or not the technology is practical or will establish itself. is that click rates for online advertising are less
The most convenient option will prevail. than 0,1 %. These figures will be even smaller when
it comes to TV but, based on the high number of
We can go online anywhere and at any time With HbbTV, TV commercials can be expanded viewers, could still play a key role.
with smartphones, netbooks, laptops, and to include more extensive information. Whether
touch pads, which are small enough to it be simple participation in sweepstakes or an We still do not know what the networks’ marketing
accompany us wherever we go. Numerous explanation for more complex topics exceeding terms will look like and, more importantly whether
studies reveal an increase in parallel use 30 seconds, there is no end to what is possible. HbbTV placement fees will be based on click rates
of media, so does it even make sense to Could HbbTV reshape the TV landscape for or a flat fee. Both models have their advantages
integrate a digital feedback channel into TVs? advertisers? and disadvantages. From the media’s point of
12 13

8. HbbTV: Website Display HbbTV: Technological
in TV Quality Progress as a Challenge
The form of processing information typical of Paradoxically, technological development could
TV is also used to call up Internet pages, which become a stumbling block for the success of
means the distracting URL will not be visible as HbbTV. While manufacturers trust that their
it is in the Web browser. A blocking mechanism portals will work properly in a tested environment,
also prevents any terminals other than the TV open standards can cause problems. New test
from accessing the technology, which conceals scenarios are being developed, but will they
a unique version of HTML developed specifically be able to cope with technological progress?
for entertainment devices. Web pages are called As development has demonstrated in the
up using an application information table (AIT), computer market, technological progress cannot
which is sent as an additional signal attached be stopped. Every couple of years, new systems
to the radio signal. When the user activates the appear in the market. But people do not tend to
“red button” function, the AIT is read and the buy TVs as often as computers.
predefined URL appears on the screen without
any irritating embellishments. The industry organization BITKOM reports that,
on average, people only buy a new TV every six
years6 in Germany. In North America, the cycle is
seven years,7 which is likely to be the case in the
rest of the world. When you consider that a
newer TV has a computing capacity similar to
that of a 15-year-old computer, it becomes clear
Breathing New Life into the for the most part that “watching TV on a TV is
that HbbTV devices could have difficulty keeping more relaxing and enjoyable [than online].”
Social TV Experience
pace with developments in the computer market, In other words, viewers appreciate the comfort
as long as the willingness to buy a new TV does of watching an actual TV. They simply have to
not increase. In short, an increase in outdated Watching TV is, and has always been, an press a button to find their entertainment of
HbbTV devices could hinder seamless system experience for the entire family or for a relaxing choice, which they can influence at any time to
operation in the long term. To counteract this evening with friends. In the Digital Barometer meet their specific needs with the selection of
negative scenario, developers, designers, and study (June 2011), IP Deutschland emphasizes channels and the corresponding settings.
marketing strategists will do everything in their that most people prefer to watch live TV shows
power to increase purchasing frequency by and movies with others. Only about 13 percent HbbTV perfects the relaxation experience.
adding attractive, innovative features. of those surveyed admitted to preferring to Additional functions are conveniently available
watch them alone. However, this is not the case at any time but, like teletext, remain discreetly
when it comes to documentaries, reportages, in the background. They do not overwhelm you.
news shows, and daily soaps: 30 percent say And if you need additional information, you can
they like to watch these types of shows alone. call it up while continuing to watch your show –
but only when you choose to. More complex
Many viewers are sure to agree with these applications and interactions with social media
empirical findings: people watch TV in the services can be carried out with secondary
early and later evening in order to “switch off” devices, as your iPhone and netbook are never
together. It is all about sitting back, relaxing, far away and can be activated more quickly than
and enjoying entertainment. This finding is also the corresponding TV applications. HbbTV will
confirmed by the “Medienradar: TV-Content im significantly shape the multiscreen use of several
Web” study conducted by Mindline media in devices at the same time.
2009. Over 72 percent agree entirely or at least
8
14 15

9. Teletext as an Interactive
Companion to Viewers
As older TVs are replaced with HbbTV devices,
interactive teletext will quickly establish itself
as the new standard and be presented more
attractively than the teletext before it. That
the functions can be accessed just as easily as
before with the push of a button will increase
acceptance. Access via the red button and
manual selection will be a thing of the past,
ARD Text: Rediscover Teletext. © ARD Text
enabling many users to automatically enjoy
the new offerings. Many channels will also allow
users to adapt the teletext to meet their
individual requirements. The sky is the limit
when it comes to the design, as the color
display, font and window size, zoom function,
colors, and category shown can be specified –
an advantage that will benefit the sight-impaired
in particular.
EPG – the New TV
Experience Program ARD EPG: Good Programming Requires Structure
© ARD Digital/BR/Christian Schulz
The electronic program guide (EPG) is the
TV guide 2.0. Teletext indicates shows and show
times in a purely static format, but the EPG Centralized Information Portal
facilitates the integration of interactive elements. with Its Own Formats
As is already the case at ARD, the page displays
the programming for both the next and past The simplest form of media-oriented self-
seven days. Users will find inspiration in show presentation using HbbTV is the channel’s own
pictures, descriptions, trailers and teasers. The information portal, which can be accessed by
connection to media centers is particularly clicking on the red button located in the area
attractive. Past shows can be accessed digitally above the TV signal. In this navigation level,
HBBTV – OPPORTUNITIES FOR
4. INNOVATIVE TV FORMATS
via HbbTV without a recorder – if the channel
chooses to offer the option.
many different applications can be conveniently
opened and used.
Internet-compatible TV provides channels with new opportunities in terms Public channels are currently focusing on
of format design. The range of entertainment offers, which is now limited improving and expanding their range of offers
by the separation of Internet and TV, will soon be expanded considerably. for users, while private channels are following
Channels have had to make do with separate websites up to now, but suit and attempting to expand and “extend”
HbbTV will allow them to display the corresponding offers directly on the their formats; i. e., increase appeal by offering
TV in the future. more information.
16 17

10. Generally speaking, the centralized portal displays possible to personalize ticker content over formats for a fee, pay-per-view suppliers can
news, weather, program announcements, and the medium- to long-term. n-tv CEO Hans offer the latest blockbusters directly on TV
a media center. Page and content design are the Demmel explains: “The new n-tv digital text and thus attract new purchasing groups.
responsibility of the channel. offers our viewers the best of both worlds by
combining the positive aspects of standard
teletext with the benefits of the digital world
The Trend of Watching What
in a contemporary, high-quality format. Our
You Want, When You Want
news portal n-tv.de has been enjoying success
for years. Now viewers can also access our
Is there anyone who is not familiar with the
online content directly on their TV.”9
ritual? Tagesschau kicks off the TV evening
punctually at 8 p. m., followed by Tatort and then The HbbTV Home Page. © ARD Digital/WDR/Uwe Stratmann
Nearly all major channels already have an
a myriad of late-night shows. But the willingness
online media center, where with just a few
to let TV programming dictate your free time
clicks users can call up the channel’s own
is waning. Viewers want to be able to choose
formats free of charge for a limited time.
themselves when they watch what. Media
It is no wonder that the use of online media
centers accommodate this time-shifting trend
Tagesschau: Always Well Informed. © Tagesschau.de centers is increasing, despite the fact that the
and, with the help of HbbTV, free us from the
Web delivers a comparably low resolution.
confines of linear programming.
That will change with HbbTV, as all the content
n-tv – Exciting News from can now be displayed in HD quality. Thanks
TV channels will have the opportunity to
the News Channel to broadband connections, even large volumes
increase viewer loyalty. For example, if a viewer
of data can be accessed without any problem.
does not feel like watching a three-part movie
News channel n-tv launched its new HbbTV This means a brand-new range of marketing
when it is actually being shown on TV, they can
portal at the end of 2011, which is basically the concepts for advertising companies – from the ARD HbbTV Media Centers: TV on Demand. © ARD.de
watch the entire thing when they have the time,
standard teletext redesigned and therefore advertising block as a break to using content
thanks to flexible availability. Back in 2009, GfK
closer to digital text than an actual HbbTV for a fee.
Consumer Tracking revealed that 52.6 percent
portal. There is a good reason for this strategy:
of those surveyed (14 years of age and older) signals for individual formats. In the future,
teletext strengthens the core area of expertise
of news channels, as it provides viewers with Pay-per-View Content were already interested in time shifting and anyone who pushes the red button while
48.6 percent in high-resolution programming, watching stern TV can submit a question
more in-depth information based on their via HbbTV which is why Pay-TV suppliers such as Sky with directly to the live show. Direct viewer
requirements. In the future, n-tv will be
Sky Anytime also offer time-shifting formats, participation could also breathe new life
providing a digital presentation and faster TV channels are sure to find new forms of
which allow viewers to start shows when they into discussions, political debates, and
availability: at a glance, users will be able to marketing extremely attractive, and HbbTV
want to. live surveys.
see which show is currently on and which is will provide them with lucrative sales channels.
next. The live picture is visible all the while. HbbTV now enables regular channels to offer
There will also be breaking news and teasers their content directly on the TV for a fee and The HbbTV feedback channel will eventually
for accessing news videos. The offer is rounded thus take advantage of an opportunity that Interactive Entertainment: the replace TED, the process currently used to
off with an exchange ticker and the option to has primarily benefited pay-TV channels such Evolution of Participatory TV carry out viewer voting, and significantly
browse the individual categories. as Sky with Sky Select and online pay-per-view optimize the process of conducting opinion
suppliers such as Maxdome. Access is simply More and more TV channels are incorporating surveys. However, it will not replace the
As of 2012, n-tv will be expanding its live ticker granted following purchase by phone or via Internet channels for news shows and live profitable business of call in voting for shows
in the live picture to include relevant videos an HbbTV application. This additional sales educational broadcasts. There are countless new such as American Idol.
and text. The channel will also be incorporating channel could even prove to be a profitable opportunities for interaction, from Facebook
more individualized content. You can call up live model between existing service providers such pages to e-mail addresses that allow viewers to
sporting events and stock exchange updates at as Maxdome and channels such as ProSieben. write in. This trend is likely to grow, as HbbTV
any time. It is still unclear whether it will also be While TV channels provide access to their own offers the option to send out independent
18 19

11. The Preferred Format the show. All the recipes ever demonstrated Added Value for look behind the scenes of the live show.
on the show can be called up in the Kochbar An extension of the content can complement
with an Even Higher Level Documentaries, Reportages,
app and sent to an e-mail address. The the channel’s limited capacity, as special
of Experience opportunity to intelligently process viewer
Shows and Series wishes can be taken into account without
information makes HbbTV an amazing loyalty changing the channel.
HbbTV offers exceptional opportunities when tool. The term used to express this focus is HbbTV is particularly attractive whenever
it comes to TV format extension in particular. audience relationship management (ARM), content is accompanied by supplemental
For example, VOX already offers an HbbTV inspired by the well-known concept of inspirational information, as is the case with
The Future: the Viewer
application for its cooking show, Das perfekte customer relationship management. documentaries and reportages. Even
Dinner, which is visible off to the side during making-ofs, which are usually only available as the Director
online, are more appealing when located
on the same channel. For example, take the The sky is the limit when it comes to the
Gold Rush series on the Discovery Channel, interactive possibilities of HbbTV. As the
which is shown on Fridays and extended technology becomes more common and
with an online after-show. The additional achieves market maturity, there is nothing
content could soon be viewed directly to say that viewers could not influence
through HbbTV. Even for show formats such the stories of TV series with their votes.
as Deutschland sucht den Superstar, HbbTV As with video games today, they could vote
offers new presentation opportunities for on alternative endings and thus play an
providing viewers with an inspirational active role in the directing.
measures, is TV advertising still the right choice or Agency partners are also obligated to advice
is push communication outdated?
HBBTV COULD BE A their clients correspondingly and look beyond short-
term business.
Efficiency is always a matter of objectives and the PLATFORM ON WHICH
business model behind them. If entering into
conversation with people directly benefits my
THE PRODUCT AND Marketers have not yet defined the invoicing
models for HbbTV supplements. Should invoicing
business, the digital world offers fantastic SERVICE GO HAND IN be based on performance or a fixed rate?
opportunities. However, not all business segments
necessarily require direct dialogue. If it is essential
HAND. In principle, performance models are only
to deliver a message to an extremely large, attractive if they can be reconciled with the
heterogeneous group of people as quickly as to offer is right. Our offer of cooking assistance based aims of the campaign. There is still too much
possible, incorporating TV into the media mix is on product and service is certainly so attractive that to learn for everyone involved to say with any
exceptionally efficient. people develop an interest on their own. HbbTV could certainty what a campaign can achieve for
INGO SCHÄFER truly be a platform on which the product and service me. Especially at the beginning, I think it would
Head of Marketing Communication and PR, HbbTV supplements are intended to offer viewers go hand in hand. be fair for the agency and marketer clients
MAGGI GmbH added value. In its simplest form, a brand encourages to share the costs of the learning curve.
viewers to get to know a product by having them Stationary Internet with brand websites and social
take part in a sweepstakes. For MAGGI, the expertise media pages, the mobile Web, and now a growing
The food segment is dominated by intense of MAGGI KOCHSTUDIO could be used to create an percentage of Internet on TV: is there a danger of
competition. MAGGI competes with Knorr HbbTV supplement designed to offer added value, brands having to be active on too many different
particularly in Germany, their core market, ranging from recipes to the ingredients used. Does digital platforms in the future?
which is why it is so important to manage HbbTV provide incentive for MAGGI to reassess TV
advertising budgets and media spending wisely. advertising? Because communication budgets will not be getting
any bigger, the abundance of opportunities provided
In times of targeted Internet advertising and the If I want to motivate someone to develop an interest by digital media should force marketers to consider
increasing role of dialogue in communication in me, I should first think about whether what I have the role and benefit of a presence more carefully.
20 21

12. Display Surfaces: the Classic value, and product is sure to be a highly
attractive marketing foundation for all involved.
HbbTV Option
Collaborations that benefit all parties involved
The simplest and most currently feasible
are most worthwhile. For instance, TV channels
advertising form is a display ad on the channel’s
could achieve higher viewing numbers if a
Push
HbbTV pages. Like online media advertising,
powerful partner added its content to the
a wide variety of formats and placements
HbbTV channel. Special placements, ranging
is available. Depending on the format, the
from the free TV content of a partner to the
advertising surface may link to a landing page
channel’s own applications, would also be an
ADVERTISING or expand via an interactive application,
option. However, placements purely for the
representing a concept that is very similar to
sake of advertising, like those already found in
advertising formats in teletext. However,
iPhone and Android apps, will likely only prove
it remains to be seen if display advertising
effective when they contain relevant content.
fulfills the demand for relevance and is suitable
for counteracting increasing ad blindness.
As is the case with online formats, it is likely
Media Revolution:
that placement and relevance will ultimately
determine success and failure. It must also
Interactive TV Commercials
be taken into consideration that users are
eting
HbbTV is attractive for advertisers primarily
navigating an environment different from
rk
owing to the interactive potential of TV
Ma
the Internet. Internet users are accustomed
commercials. Dialogue options open up
to actively dealing and interacting with
fascinating opportunities for turning passive
information. But TV screens work differently.
consumers into active contributors. An
new Interesting triggers need to be used to attract
the attention of viewers and encourage them
indicator of any size can be positioned
anywhere on the screen to inform them about
to acknowledge advertising messages.
the interactive option. The indicator is only
visible on HbbTV-compatible devices,
which means viewers without HbbTV will not
Example Applications be distracted by irritating information or
and Sponsoring through disappointed that they are missing out on
Interactive Content something. Advertisers can therefore gain
experience with interactive commercials
HBBTV – THE BENEFIT FOR
In the future, it may be possible for advertisers during the pilot and evaluation phase without
5. ADVERTISERS
to collaborate with channels, which could
prove to be an attractive option especially when
disturbing viewers with conventional devices.
there is a common theme. For example, Kicker,
HbbTV can only establish itself if the channels ensure relevance with the the German soccer magazine, could sponsor
corresponding extensions and supplements. If the frequency of use and soccer events and run its own advertising
the level of interest increase, advertising agencies will also benefit. This through HbbTV. The channel, in turn, would
should not change the viewer’s relaxation experience much. There needs benefit from the incorporation of interesting
to be a method for measuring how well new concepts manage to combine content for the viewers. In the U.S., ESPN
TV as an enjoyable experience with new content offers. People watching TV Sports could collaborate with Nike during NFL
do not want the experience to be tedious, like browsing through a catalog. games and offer football statistics and relevant
They want to relax and enjoy attractive offers. information as part of the partnership. The
connection among the environment, added
23

13. Endless Options Available The Learning Curve – Ready An Issue of Reconciliation: They are more interested in being entertained
and avoid any tasks that demand too much
to Everyone for Takeoff Positioning the Button Correctly
of them. Anyone who requires a lot of text entry
or, in the case of a sweepstakes, a full address,
Pressing the red button during the TV Even technologically minded viewer groups It’s safe to assume that it could take months,
is probably asking too much. It would make
commercial provides access to the dialogue. are unlikely to have had any experience with or even years, for HbbTV to achieve full
more sense to initiate first contact on the TV
There are as many possibilities as there are HbbTV. Even if their TV at home already acceptance. Until then, instructions will need
and then carry out all subsequent CRM measures
advertised products. The open CE-HTML incorporates the new technology, they first to be provided for viewers to ensure success.
using other media. In other words, name, sex,
standard allows users to call up a whole host have to discover the concealed features before To both communicate the commercial message
additional data, and contact options should be
of target pages, particularly those beyond the they can use them. In short, the industry and indicate the dialogue button to viewers,
collected by e-mail or phone. The ideal solution
limit of the channel. In particular, compatibility will have to undergo a learning curve before 30- to 45-second commercials are recommended.
could also be determined through coordination
across the board represents a major advantage the benefits of the new standard are fully It will also be necessary to determine where
with the customers in question – the unique
of the new technology. However, this does not available. Only through ongoing testing, in the commercial to display the call to action.
requirements of the segment should also be
entirely extinguish the efforts to develop a learning, and optimizing can HbbTV make it This could represent a real challenge for standard
taken into account.
proprietary solution. Some networks now rely to the homestretch and establish itself as an commercials: how do you combine the button
on independent concepts so that they can accepted key element of the media mix. with the advertising message so that the
offer their advertising customers attractive commercial works both with and without HbbTV
environments and the required technological Commercials that demonstrate the potential support? Reconciliation will only be an issue
solutions. have already been aired. The Kolle Rebbe once the technology has established itself. But
agency developed an HbbTV campaign with at that point, it will play a key role in success.
product offers for Otto Versand. In order to
Customized Concepts for break through the aversion to interaction, the
Consumers commercial focused on the call to action: A Bright Future for the
a remote control featuring the corresponding
Remote Control?
instructions and red button was presented
In the next few years, concept and strategy
to emphasize the tool that provides the viewer
departments will likely increase their focus on The primary challenge posed by TV-based
with access to the dialogue. Unfortunately,
the opportunities provided by HbbTV. The dialogue is the method of controlling
the augmented ten-second commercial was
current situation is characterized by a sense of applications. Though you can use the mouse
simply too short. Our first lesson: if a viewer is
new beginnings. The associated challenges are and keyboard for the computer, you must rely
not sufficiently familiar with HbbTV, they are not
immense and cannot be overcome with standard entirely on the remote for the TV. For those
going to find the on-screen button within ten
solutions, as no experience has been gathered of us who can remember when T9 and
seconds. In the current learning phase, the
through past use. As a result, market potential autocomplete were foreign words, this
viewer needs considerably more time to navigate. atsuo murakami
is currently being analyzed with a focus on target challenge is nothing new: how do we design
Kachidoki, Tokio
groups so that relevant strategies for addressing HbbTV pages so that they are easy and
them can be developed and integrated with convenient to navigate with the remote? Not YOU MISSED THE FIRST QUARTER OF A MOVIE
precision into the existing information all manufacturers offer autocomplete, and THAT STARTED AT 8 P. M. ON TV. NOW YOU
architectures. Creative minds will also have to channels have yet to find a practical solution. JUST PUSH A BUTTON ON YOUR REMOTE,
familiarize themselves with HbbTV. The bar for Not even the next generation of control OPEN THE “FREE TO VIEW” SECTION, AND
future concepts has been set high. The unique options based on gestures and voice is likely START IT AT THE TIME YOU WANT. HOW DOES
media characteristics of HbbTV need to be taken to fully replace text entry by hand. THAT SOUND TO YOU?
into account to ensure potential advertising
I would love to use the service because it would
effects can be exploited over the long term. Field tests have demonstrated that consumers
let me watch the movie whenever I wanted
react to excessive complexity with refusal.
or skip a part if I didn’t want to watch the whole
For instance, blood-type surveys are less
thing.
successful using HbbTV than they are online,
as viewers are relaxing when they watch TV.
24 25