Introduction

I recently attended the Connected TV Summit in London with Matthijs Langedijk. It was a fantastic opportunity to chat with talented industry folks, but it also highlighted a crucial point: delivering Connected TV solutions is on the brink of becoming a commodity in the market. For instance, these days all video players do the job with minimal differences between the leading solutions. Users mostly care if they work seamlessly. The specific player that delivers the content? Not so much.

At Hypersolid, we have long adopted a 'make or buy' strategy, weighing the benefits of in-house development against partnering with top-tier vendors. With over two decades of media integration expertise, we excel at delivering plug-and-play Connected TV solutions. Therefore, our focus now shifts to enhancing the Connected TV experience, where we are specifically looking at adding interactive features. An important principle for these features is that they must be intuitive and seamless for users, resulting in a frictionless experience for the users.

See, Like, Buy

In B2C marketing and sales, reducing barriers to purchase is key. Connected TV advertising is evolving from the VAST protocol to SIMID for serving ads, ushering in the possibility for interactive ads. The SIMID protocol allows for overlays to be displayed on Connected TV ads and makes them shoppable by using your remote. This has the potential to be a game-changer for advertisers, turning ads into instant sales opportunities.

Imagine seeing a product in a commercial and purchasing it instantly with your remote. This eliminates the need for QR codes and second devices. It would allow viewers to purchase a product from an advertisement they see on TV, reducing barriers to purchase for the advertisers. But it would also be a great way to create strong partnerships between advertisers and CTV providers by offering viewers products related to the content they are watching, like a pizza during a football match. In both ways, it will significantly enhance the effectiveness of advertising on Connected TV.

Adding billing by invoice could enhance the frictionless experience even further and add interesting new revenue streams for CTV providers through line extension. This also increases the importance for CTV providers to have a billing relationship with their users. Even at a nominal fee, like 10 euros a year for SVOD, this relationship could be the gateway to more revenue coming from interactive advertising.

The success of shoppable ads hinges heavily on execution. When done right, interactive advertising on Connected TV can unlock new revenue streams for stakeholders across the board, but it remains crucial to execute it in such a way that the user is not bothered by it.

Contextual Content Layering

Enhancing Connected TV can also involve layering contextual content over the primary content stream. This can be done in different ways. The most straightforward way is creating reference points in content, making it easier for users to quickly navigate the content by using their remote control.

At Hypersolid, we have already implemented this feature in our collaboration with the NOS. In the NOS Live CTV app, viewers can easily replay the critical near live moments from anews broadcast or sporting event. A symbol in the livestream marks each highlight; by simply clicking it the user can jump straight to the action and then seamlessly return to the live feed. Joining a soccer match in the 40th minute and it’s already 3-0? Instantly catch up on the goals within the stream and continue watching from minute 41. No endless browsing or massive archives—just quick access to the moments that matter, exactly when the viewer wants it.

The moments feature not only enhances the viewer experience but also offers NOS’s editorial teams remarkable flexibility. Highlights can be created manually or automatically through data feeds, making it adaptable to any situation.

A more elaborate way of executing layered content is by adding additional video or data in the layered experience. This feature shines in live sports broadcasting, yet many major organizations haven't fully tapped into enhanced Connected TV services. Imagine being able to use your remote to unlock an additional camera angle during an overtake in a Formula 1 race instead of having to rely on replays or a second screen for this. Unfortunately, F1 still does not have a dedicated Connected TV app, something Matthijs Langedijk wrote about earlier.

The layered content could also include other information outside of (live) video. At Hypersolid, we have been experimenting with our partner ESPN in adding overlays with live player stats during live matches, showing live statistics on for instance the amount of distance they have covered and their pass accuracy.

As with any enhanced Connected TV feature, it is key that it should elevate the user experience. Content should add value to the primary feed the user is watching for it to be successful. But even more importantly: the implantation of these enhanced features must be both intuitive and frictionless for the user. Only then will they be truly regarded as enhanced services.