Yospace 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, award-winning project with Belgian broadcaster Medialaan, which focussed its attention on engaging a new generation of viewers.
Launching with Yospace’s SSAI technology with NLSO for its Stievie TV Everywhere service in late 2017, Medialaan has reported an increase in capacity for long-form views over a 12-month period, with greater ad revenues enabled through addressability. In recognition of the success, the project was awarded the highly coveted IBC2018 Innovation Awardfor Content Distribution.
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% 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.”