BCi Digital’s Ocelot addressable advertising suite of products
BCi Digital’s addressable adverting solution represents a powerful, future-ready approach to addressable advertising, built on more than 20 years of broadcast expertise and a track record of over 40 Sky AdSmart service launches. These solution embodies innovation in HbbTV-based advertising, bringing the experience and proven technologies of the existing Ocelot deployments directly to a new audience through the leveraging of HbbTV standards. Together these technologies, seamlessly integrated as part of this new solution, offer the demonstrated enhanced viewer engagement of addressable advertising, but now to a wider, HbbTV enabled, audience.
Description
Ocelot provides the backbone for BCi Digital’s addressable advertising deployments. Designed to integrate into existing broadcast and advertising ecosystems, Ocelot is also now offered as software as a service (SaaS). Opportune, BCi Digital’s new schedule-aware ad decision service (ADS), functions as the brain behind the ad delivery, making decisions on which ads to show to a specific user or audience segment at a given moment. Opportune is a schedule aware ADS, which means it ensures the replacement ad conforms to the ad scheduling rules of the broadcast channel and enables the programming content to be used as a parameter of the ad selection process. Otter, a flexible HbbTV application, is designed to get the best performance out of the HbbTV capabilities supported by a device. Capable of replacement via both media sync and media switcher (HbbTV-TA), Otter ensures reliable and effective addressable ad delivery. The combined solution can support both spot replacement using HbbTV-TA or whole break replacement using media sync. The demonstration included with this submission shows whole break replacement, where ads from the broadcast stream that are not replaced are mirrored in the broadband stream. Ocelot is able to rapidly and scaleably stitch together an ad break for each audience demographic including both the replacement ads and the mirrored broadcast ads. Working with Experian Mosaic segments, Ocelot can use signals from the Otter HbbTV application to match the viewing household to one of the 68 Mosaic segment types. This demographic information can then be used by Opportune to determine the most valuable ad to show. For the demonstration we have used 3 personas. A wealthy retired couple living in a large village, a family with school age children living on the outskirts of Leeds, and a young renter living in Blackheath in London.
Impact
Together, Ocelot, Opportune, and Otter set a new benchmark in advertising innovation using HbbTV. Addressable advertising through HbbTV based dynamic ad insertion, allows brands to reach specific demographics, interests, and behaviours, maximizing their impact while minimizing wasted impressions. By unlocking the full potential of addressable advertising for digital terrestrial audiences, this BCi Digital solution creates an ecosystem where advertisers gain more precise targeting, broadcasters maintain control and compliance, and viewers enjoy more relevant, engaging ad experiences. BCi feel this holistic approach is what the ""Best Advertising Innovation Using HbbTV"" award is intended to celebrate. In combination with Opportune and Otter, Ocelot not only enhances a broadcaster’s ability to deliver tailored ad content but also supports precise audience targeting, allowing you to optimize ad delivery for specific demographic, geographic, or behavioural segments. This results in more impactful advertising, higher ROI, and improved viewer experiences as has already been proven in existing addressable advertising solutions available today.
