Activity on HbbTV leads to another key aspect. When the user interacts with the TV, it generates valuable data that can be used for more than just marketing. “Sales are a matter of the product. We have to find products that are suitable for TV sales and use targeting”, advised Antonio Vince Staybl. He added that it is also necessary to work with the fact that TV is watched by many viewers at once and use this when designing campaigns.
Francesco Mas from CCMA leveraged the data dealt with in his presentation to show how they work with information to recommend videos in VoD services. Their engine mixes product-product sorting that works with historical data from users and the videos they watch, user-product sorting based on current preferences, and global sorting based on platform-wide trends and editor’s choice. Everything then blends into one result and offers the viewer personalized content.
Sebastian Busse from Smartclip also pointed out the importance of TV data. TV, according to Busse, has access to exclusive information that is not available to big players like Facebook or Google. In competing with these giants, the information that TV has could become key.