12 YOUR TAKE Yospace
Words By Tim Sewell, CEO,Yospace
Dynamic Ad Insertion technology can help you get the right ad to the right audience at the right time, but it takes some know-how to make it work
needs to provide a link between the broadcaster’s encoders or packagers and the playout automation system in order for them to be properly injected. Note that live commercial breaks, particularly in sport, tend to be highly dynamic and often non-uniform in length. The DAI system has to be adaptable enough to manage that, with the ability to ‘crash back’ to the live programme early if required. Ad copy should be prepared for delivery ahead of time. It must be transcoded to match the adaptive bit-rate (ABR) encoding profile and audio levels of the live stream. ONE-TO-ONE ADDRESSABILITY Server-side stitching must be performed at the edge rather than earlier in the workflow. This is the only way full addressability can scale because you only need to package and deliver the stream once (or twice if you go for a joint HLS/DASH strategy). Here’s a point I cannot emphasise strongly
what the key considerations should be when devising a viewer-friendly digital advertising strategy for the long term. SEAMLESS STITCHING The need for seamless stitching will seem obvious, but you’d be surprised how often it’s overlooked: fundamentally, if there’s no audience then there’s no ad revenue. Advertisers and brands follow eyeballs – a mantra they repeat time and again – so ad breaks must be as seamless over OTT as they are on linear TV. To ensure frame-accuracy, SCTE-35 markers* must be correctly placed in the stream. If they’re not present in-band then the Dynamic Ad Insertion (DAI) system
TIM SEWELL: Digital advertising can engage viewers and boost revenue but the user experience cannot be compromised
elevision has been with us for 70 years, and the concept of TV advertising has been the bedrock of TV revenue for all that time. But
demands are changing. OTT streaming and dynamic ad insertion offer a fantastic opportunity to engage more closely with the viewer and enhance advertising revenues, but they must go hand-in-hand with a premium TV-quality user experience. In this article I’ll outline
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