It has been almost a year since the General Data Protection Regulation (GDPR) came into force. The regulation applies to everyone who collects or processes personal data of individuals within the EU.
More than two years ago, when banner ads first appeared on HbbTV, it wasn’t clear how viewers would react to the new style of ads that also were interactive. Today, campaigns on HbbTV have significantly higher interaction rates than those on mobile devices or computers.
Digital marketing is experiencing rapid development. Predictive and artificial intelligence, a high degree of automation, attribution models, accurate cross-media metrics, and one-to-one communication are just a few of the achievements ad tech has brought us over the last several years.
Media consumption patterns are changing; pressure is mounting on traditional TV broadcasters; HbbTV has emerged, as have corresponding new approaches to attract viewers back to the TV screen; and people are discussing how to handle all of that. That’s how one could summarize the mood and topics at this year’s 6th Annual HbbTV Symposium that took place at the Auditorium Antonianum in Rome.
The digital revolution has connected us to the world, and the connected world expects a different kind of advertising than what has been out there for years. What changes are occurring in contemporary marketing and what do we need to prepare for?