New research highlights the power of personalised ad insertion

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Yospace has commissioned research into attitudes towards personalised advertising in the online world, with a particular focus on live channels in TV Everywhere services.  The research, conducted by Censuswide, was carried out on 2001 consumers across 17 major cities in the UK.

Some of the key findings are listed below.  Click the image to see the full infographic.

Viewers showed a keen interest in ads that were relevant to their geographical location, age and interests:

  • 88% of audiences do watch the adverts during live TV
  • 78% more likely to take notice if they’re personally targeted
  • 38% of 16-24 year old “millennials” definitely take notice of personalised advertising

Viewers are more likely to respond positively to an advert that is personally relevant:

  • 55% are likely or very likely to look online for a product if an ad was targeted towards them personally
  • The majority of consumers (62%) said they had already taken follow-up action after seeing an advert while watching TV
  • More than three quarters (78%) said they would be likely to some degree to look in store for the product being advertised

Millennials driving interactivity:

  • Nearly 4 of 5 under 35s take follow-up action to personalised advertising
  • Across all age groups, 64% of respondents said they were likely to some degree to click on an advert they like online, climbing to 76% in the under 35 age range

Consumers expect an excellent, relevant user experience:

  • One in five people said they found it most annoying that the adverts were irrelevant to them personally
  • 28% of viewers find multiple ads before a programme or channel starts is the most annoying element of adverts
  • One quarter of respondents (25%) said they would consider switching channels when faced with technical problems in adverts on live OTT channels
  • Nearly one fifth (19%) said they would think less of the broadcaster if there were technical issues

In response to the poll results, Tim Sewell, CEO, Yospace says: “The results send a strong message to broadcasters that personalised advertising is one of the most effective tools to enhance broadcaster/viewer relationships. It is perhaps unsurprising that the millennials are leading the charge for more personalised and targeted ads. This generation is used to online experiences in which content is served that is highly relevant to individual interests.

“Live streaming is evolving and many forward-thinking broadcasters are already using server-side Dynamic Ad Insertion to deliver targeted and personalised promotions in a way that combines with excellent user experience. The combination of great user experience, relevance and interactivity paves the way for broadcasters to generate more ad revenues from live television than ever before.”

Server-Side Stitching and Ad Blockers

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There’s been an awful lot of talk about the threat of ad blockers over the past twelve months, with estimates that they could cost advertisers $27bn before the decade is out.

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Yospace was first to market with server-side ad insertion back in 2011 and haven’t been exposed to the threat of ad blockers in the way that many other ad insertion technologies have.

The reason for our approach was not to avoid ad blockers, though.  If you want ad insertion for live simulcast, with the best possible user experience, then you have to go with SSAI.  The buffering and unreliability of client-side means it is unpractical for live, and, as we’ve seen since, providing an excellent user experience has a positive impact on ad views.

This has been proved out as some of our broadcast customers are reporting view-through rates in the region of 98.7%.

Following the success of our server-side ad insertion platform for live, many broadcasters are revisiting their VOD workflows and looking to apply SSAI there, too.  One of the motives for doing so is to address the threat of ad blockers, but more than that the improvement to user experience and ability to apply a single, multi-platform workflow make server-side a logical step.

Visit Yospace at IBC: stand 14.C18 in Content Everywhere hall
Click here to schedule a meeting. 

Yospace announce Dynamic Ad Insertion for DASH

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Yospace, the industry leader in Dynamic Ad Insertion technology, has announced support for MPEG-DASH.  The development compliments Yospace’s award-winning DAI solution for HLS and allows broadcasters to monetise their live and on demand content, in a DRM-protected environment, across all major online platforms and devices.

Yospace’s system enables ad breaks to be replaced in live simulcast on the server-side, contributing to a seamless user experience in which transitions to and from ad breaks are also frame-accurate.  Personalisation can be applied too, meaning that viewers enjoy ads that are relevant to their interests.

The announcement is particularly good news for providers of live sports and major event broadcasting, who are finally free from a lot of the complications brought about by device fragmentation.  In running a combined HLS and DASH strategy broadcasters are finally able to reap the benefits of personalised ad insertion while maintaining the integrity of their hard-fought broadcast rights.