Broadcasters Should Flick the Switch on HbbTV says smartclip’s Sebastian Busse

The Hybrid broadcast broadband TV (HbbTV) standard is now found on the majority of smart TVs sold in Europe, but is currently mostly being used for red button applications says smartclip’s Sebastian Busse. Broadcasters should “flick the switch” on HbbTV, says Mr. Busse, to gain access to huge amounts of viewing data which allows them to develop addressable TV advertising without the need to go through third parties. Mr. Busse also discusses how smartclip’s solution helps broadcasters get the most out of HbbTV, and the potential HbbTV hold for addressable TV advertising across Europe. Filmed in Cologne at DMEXCO 2017.