Reducing Ad Load For OTT Boosts Viewer Engagement

Reduction in ad load combined with addressable advertising can boost viewer engagement significantly in the OTT arena.

This has been found by UK based provider of server-side ad insertion (SSAI) technology in a recent deployment at Belgian broadcaster Medialaan.

The broadcaster had deployed Yospace’s Non-Linear Startover (NLSO) technology, which was developed in anticipation of a growing need among service providers to reducing ad load and so improve viewer engagement. Focus groups had identified that overloading with ads turned viewers off, particularly among the “internet-first” millennial generation.

Yospace allows users of OTT streaming services to rewind live content mid-stream. Ad breaks are then reduced in length, allowing viewers to catch up with the live action. Although ad breaks are shorter as a result, precise decision making on a per viewer basis allows broadcasters to command a premium for advertising. Individual viewers are served only relevant ad content, boosting their engagement with the advertising and driving up the CPM for the broadcaster.

Olivier van Zeebroeck, Head of Sales Digital, Medialaan

Olivier van Zeebroeck, Head of Sales Digital, Medialaan

These benefits were confirmed in a recent project with Medialaan after deploying the SSAI technology with the broadcaster’s Stievie TV Everywhere service in late 2017. Medialaan reported an increase in capacity for long-form views over a 12-month period, with greater ad revenues enabled through addressability.

"We’ve unlocked hundreds of hours of advertising inventory since working with Yospace,” said Olivier van Zeebroeck, Head of Sales Digital, Medialaan. “The introduction of server-side DAI (Dynamic Ad Insertion) resulted in a 10% capacity increase for long-form views.”

You might also like...

KVM & Multiviewer Systems At NAB 2024

We take a look at what to expect in the world of KVM & Multiviewer systems at the 2024 NAB Show. Expect plenty of innovation in KVM over IP and systems that facilitate remote production, distributed teams and cloud integration.

Wi-Fi Gets Wider With Wi-Fi 7

The last 56k dialup modem I bought in 1998 cost more than double the price of a 28k modem, and the double bandwidth was worth the extra money. New Wi-Fi 7 devices are similarly premium-priced because early adaptation of leading-edge new technology…

NAB Show 2024 BEIT Sessions Part 2: New Broadcast Technologies

The most tightly focused and fresh technical information for TV engineers at the NAB Show will be analyzed, discussed, and explained during the four days of BEIT sessions. It’s the best opportunity on Earth to learn from and question i…

Standards: Part 6 - About The ISO 14496 – MPEG-4 Standard

This article describes the various parts of the MPEG-4 standard and discusses how it is much more than a video codec. MPEG-4 describes a sophisticated interactive multimedia platform for deployment on digital TV and the Internet.

The Big Guide To OTT: Part 9 - Quality Of Experience (QoE)

Part 9 of The Big Guide To OTT features a pair of in-depth articles which discuss how a data driven understanding of the consumer experience is vital and how poor quality streaming loses viewers.