The rise of IP-into-broadcast ‘hybrid’ linear addressable advertising

There is growing interest in a hybrid broadcast-IP linear addressable advertising model that dynamically substitutes streamed ads into broadcast signals. As we reported in 2015, the German channel Sport1 was one of the first to use the concept, working with Smartclip and Gillette/Procter & Gamble – and harnessing the HbbTV standard – to overlay IP ads onto a temporarily reduced broadcast picture as soon as someone tuned into a channel. (More details here).