Bitmovin launches AI Contextual Advertising
November 13, 2024
Bitmovin, a provider of video streaming solutions, has announced the launch of Bitmovin’s AI Contextual Advertising that combines the Bitmovin Playback Solution and Bitmovin’s Encoding to provide hyper-personalised adverts for audiences based on the content they are viewing.
Bitmovin’s AI Contextual Advertising optimises ad placement for users based on a machine learning model that extracts the relevant characteristics of every video scene and analyses viewer engagement. Bitmovin’s AI Contextual Advertising is based on cookieless workflows and provides relevant adverts to viewers without the need for personalised tracking.
“We’re extremely proud of Bitmovin’s AI Contextual Advertising, which is a unique solution that will deliver personalised and relevant content to the viewer, which will translate into increased ad conversions revenue and brand loyalty,” said Stefan Lederer, CEO and co-founder of Bitmovin. “We believe our AI Contextual Advertising will help propel the industry forward by harnessing the power of AI into the integration of our award-winning technologies for smarter ad placements that will positively impact the customer’s bottom line.”
Bitmovin’s Encoding solutions leverage AI to analyse video content, audio content, or both and use an AI model of OpenAI to extract the metadata from the content to enable a more content-focused advertising placement. Each extracted piece of content metadata is assigned a timestamp to map that information to the specific position in the content it belongs to. The metadata describes the content in sufficient detail to allow for targeted ad placement, but it can also describe the scene more broadly. The Bitmovin Player then takes this metadata and sends it to a content-aware ad server, which, in return, replies with contextual ads. Using a conversion heatmap generated by the Player, the ad’s position is optimszed to increase the chance of a conversion. This heatmap is mapped to the categories based on the Interactive Advertising Bureau’s taxonomy in tandem with an AI analysis of historical data and the current user environment.
“More and more media and entertainment companies are looking to advertising to support growth. Yet, lack of personalisation in advertising remains a huge challenge for brands.” added Lederer, “AI can help make advertising experiences more tailored to the viewer by analysing the content they are watching, which can help pinpoint what mood they are in and place ads that they will be more receptive to in that moment.”
Bitmovin’s AI Contextual Advertising is designed to place adverts that target audiences based on the content they are watching. For example, if a viewer is watching a TV show featuring characters in a luxury hotel, subsequent advertisements could be for hotel brands, cruise ship holidays, spa weekends, or health and beauty brands. The rationale is that the viewer is more likely to engage with that content because they are already watching content that features those things and appeals to or interests them to some level, resulting in more ad-generated revenue.
Furthermore, Bitmovin AI Contextual Advertising & Prediction measures conversion rates at different points of the video, combined with information about the user’s viewing environment to place the ad when the viewer is most likely to convert. Additionally, contextual metadata can be used to ensure brand safety and avoid placing adverts with content incompatible with the brand. For example, it would avoid showing adverts for airlines during ad breaks for content that features plane crashes.