Lower third marks the title-safe lower area of the screen, usually almost the third of it, allowing graphic overlay for content streaming. It can highlight any graphic element including a simple text, video, animation, to images strategically placed at the horizontal, vertical, or any space giving a third of ad-space. The broadcasters can give the space to tech solution providers who rent it out to advertisers, that enable localized and targeted ad generation in the world of ATSC 3.0. Capturing the advantages of OTA and OTT combined with next-gen TV with the advent of ATSC 3.0, GAIATV 3.0’s lower third graphics localization will enable both client and server side overlay graphic insertion services.
The current ATSC 1.0 standard only allows push based content overlay in a one size fits all
model. Thus only generic ads are inserted from server side for all users for the lower third
space, thus not utilizing the capabilities of targeting content for more engagement and
What is lower third graphics localization?
Lower third as a service from GAIATV 3.0 is a real-time cloud curated, overlay content
generation and delivery service, offered to all broadcasters to deliver interactive, user
configured and customized banners, tickers, lower third graphics and more. It is a pull based
graphic insertion service, targeting content consumption patterns of connected consumers in
the digital age. It satisfies consumers by keeping up with the choice and preference of the
content for them.
Lower third is an automated content creation platform that sources, curates and delivers
content in a targeted manner at the behest of rules and protocols set by the broadcaster. Few
of its customization capabilities can be passed on to consumers as well.
Benefits of lower third service
By decoupling the curation from the studio to the cloud, and delivering targeted content to
consumers inside the broadcasts, it is made more personal and interactive. Broadcasters
continue to own and control the type, nature, and style of content being curated. User choices
are limited to what the broadcaster allows him to configure.
- Offers free and premium services – Interactive lower third give a novel interactive
experience to viewers by offering a choice of free and premium services
- Ad supported revenue generation – It helps generate more revenues by pushing ad
bundles with your services
- Know your customer analytics – Get valuable customer metrics and gain insights into
customer behavior, thus tweak your ads for better conversion
- Pre integrated with 30+ internet feeds and portals – Pre-integrated feeds make
programming the lower 3rd
- Drag and drop designer to create custom graphics – Create stunning graphics for users
using GAIATV 3.0’s out of the box tools
- Better user experience – The existing advertising model for L3 is interruptive for the
viewing experience. In addition, with push based graphic insertion; it was an altogether
disinteresting proposition for a user. However, with ATSC 3.0 standards and GAIATV
3.0’s lower third service, the immense opportunities that have opened up including but
not limited to personalized graphic overlays that are pull-based, gives an uninterrupted
- Improved interactivity – User interaction will improve engagement and results of the
ad-inserts at the lower 3
rd space. This will improve brand metrics and enable creative
usage of ads giving an un-intrusive experience. Thus giving a viable fitment to graphic
overlays at lower 3rd space.
- Targeted ads – This is the most crucial of benefits that advertisers will derive from lower
third service. Targeted ads will affect the advertising strategies in a positive way. The
advertisers can tell brand wise stories within the context of programs being streamed,
thus better user experience and monetization.
Scope of lower third graphics localization
By offering a capability through which, devices can render customized overlays, both user
experience potential as well advertising monetization potential are significantly enhanced. As
broadcasters, a transition from a broadcast all content mode to all consumers’ mode of
operation, gives added advantage over the strategies adopted by online content providers.
Giving choice and fidelity control of content and personalizing content for individuals is
essential to continue to be the primary destination in the minds of the consumer. Lower third
service delivers content in a personalized manner inside OTA broadcasts. It has essentially
cloudified the overlay function in TV broadcasts and by applying advanced data science, it is
able to target the overlay by consumer device and program streaming even by advertiser. This
innovation opens up a completely new revenue stream for broadcasters and helps them
compete for online advertising revenues
How To Get On-Board The GAIATV 3.0 Lower third service?
As a value added service, GAIATV 3.0 brings lower third service, tried and tested for the US
broadcasters, available ready-to-deploy for ATSC 3.0 ready devices. We offer constructs and
capabilities for broadcasters and advertisers to align and bring-forth value-added benefits for
all stakeholders. We collaborate with retailers, service providers, content providers, and ad
agencies to monetize content delivered to consumers at any time, on any device, on any
platform. The completely new concept, it benefits from niche market classification,
personalized ad-content creation, giving interactive capabilities to the lower 3
, big data store,
data mining, data population, and analytics. Lower third ensures smart, targeted, personalized,
interactive, and revenue generating content graphic overlays, thus enabling targeted
advertising prepositions as a valuable offering for broadcasters, advertisers, as well as end
The Road Ahead