Yospace reports that it has successfully demonstrated how a reduction in ad load combined with addressable advertising offers a viable and future-proof model for broadcasters in the OTT space.
The server-side ad insertion (SSAI) specialist developed its Non-Linear Startover (NLSO) technology in anticipation of a growing need among broadcasters to consider reducing ad load to improve viewer engagement, particularly among those viewers of the “internet-first” millennial generation.
Yospace allows users of OTT streaming services to rewind live content mid-stream. Ad breaks are then intelligently reduced in length, allowing them to catch up with the live action. Although ad breaks are shorter, precise per-viewer decisioning means broadcasters are able to command a premium for advertising. Individual viewers are served only relevant ad content, thus boosting their engagement with the advertising and driving up the CPM for the broadcaster.
The success of the system was confirmed in a recent project with Belgian broadcaster Medialaan, which focussed its attention on engaging a new generation of viewers.
Calogero Macaluso, Marketing Director Stievie, Medialaan, said: “Providing a seamless viewing experience was more important than creating as many ad positions as possible and Yospace understood that. Ultimately, we want to encourage the transformation from linear to digital by delivering a better customer experience.”
Olivier van Zeebroeck, Head of Sales Digital, Medialaan, said: “We’ve unlocked hundreds of hours of advertising inventory since working with Yospace. The introduction of server-side DAI resulted in a 10 per cent capacity increase for long-form views.”
Tim Sewell, CEO, Yospace: “The next generation of viewers are online and have grown up used to video with lighter ad loads. With the right ad-tech and data strategy in place, broadcasters can cater to that audience while increasing engagement with the advertising. Yospace’s technology continues to successfully push the boundaries of what a 21stcentury TV experience looks like.”