News & Resources

Addressable advertising has transformed TV and streaming audio, but could it extend to broadcast radio? With the rise of connected cars and hybrid delivery models, new possibilities are emerging. This article explores how targeted advertising might work in radio, the potential benefits, and the challenges that would need to be addressed.

This article provides a clear introduction to addressable advertising in broadcast television, explaining how addressed ads are delivered using dynamic ad insertion. It focuses on HbbTV-based approaches, covering signalling, decisioning, measurement, and deployment models to help readers understand how addressable advertising works in practice.

Future of TV Advertising Global 2025 highlighted the industry’s shift to outcomes-based measurement, total TV thinking and collaboration. Discussions focused on simplifying TV buying, premium live content, trusted environments and responsible use of AI, alongside growing consolidation shaping the future of television advertising.

BCi Digital’s Ocelot addressable advertising solution won “Best Product for HbbTV Service Development or Delivery” at the 2025 HbbTV Awards in Istanbul. The award recognises Ocelot’s innovation in enabling dynamic ad insertion and interoperability within HbbTV environments, highlighting BCi Digital’s leadership in real-time, data-driven broadcast solutions.

At IBC 2025 in Amsterdam, BCi Digital connected with partners and contributed to DVB’s work on addressable advertising. John Bartlett co-hosted a DVB meet-up on interoperability and real-world deployments. The team also brought junior team members to experience the global broadcast industry, reflecting BCi Digital’s commitment to collaboration, innovation, and next-generation talent.

We are delighted to share the news that John Bartlett, Founder and CTO of BCi Digital, has been appointed as Chair of the DVB’s Technical Module working group for Addressable/Targeted Advertising (TM-TA).

In March we had the pleasure of attending the Connect TV World Summit in London. One of the standout sessions focused on the evolution of advertising through measurement and addressability, with HbbTV taking centre stage.

BCi Digital announced the launch of Opportune, a groundbreaking schedule-aware ad decision service (ADS), for addressable advertising deployments. Designed for dynamic ad substitution (DAS) in linear TV, Opportune maximises ad relevance and audience engagement by leveraging precise targeting based on household data and programming context.