Creating simple metadata (eg defining the content type and title) can have a direct and dramatic impact on expected CPMs. Then comes the bigger-picture question: how can FAST platforms differentiate from each other? The answer is partially the most popular sentence in our industry: content is king. The better the content, the more viewers will want to consume it. “We’ve seen several established web publishers entering FAST with niche channels (cooking, travel, crime, etc) that are capturing viewers’ attentions on the big screen,” says Swidan. “How content is scheduled on each channel also seems to influence viewership, but this seems more art than science.” DO OR DAI Since ads are where the bulk of money is made, it stands to reason that dynamic ad insertion (DAI) is one of the principal technologies to get right. “Building a bespoke, targeted ad insertion solution from scratch can be done,” says Lazić. “However, it is incredibly complex, with multiple devices, formats, standards, suppliers and ecosystem partners to deal with, and is likely to take well over a year to develop, and even longer to get to market.” He insists, “That’s why investing in a technology that is pre-integrated with advertising platforms and multi-vendor environments in order to maximise inventory sales might be the best and most cost- effective solution.”
DAI and manifest manipulation are the fundamental pillars of FAST. They enable
contextualisation of content for all streaming workflows, while boosting monetisation to boot. “DAI is a triple win,” asserts Olivier Karra, cloud solutions marketing director at Broadpeak. “Advertisers can target and reach the right audience more efficiently. Viewers get more relevant ads and in a more controlled way (such as with frequency capping). Furthermore, all parties including streaming service providers, supply-side platforms, ad servers, server-side ad insertion (SSAI) technology providers and publishers share better CPM values.” Most sophisticated playout software platforms offer SSAI
YOU CAN GET CONCRETE DATA ON INDIVIDUAL SCENES AND USE THAT TO IMPROVE TARGETING AND DELIVER BETTER ADS
tools to connect an ad server and manage ad insertion. Most playout solutions also allow you to connect to a third- party SSAI, such as Freewheel or Google Ad Manager. solution will provide in-depth audience data “While a good playout
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