In early 2014, STV became the first broadcaster to launch Dynamic Ad Insertion for live simulcast in the UK. Launching for the FIFA World Cup, their priority was to unlock previously inaccessible advertising inventory in its live online coverage.
In this case study we explain how they developed their data strategy to a point where 98% of their inventory can be addressable, contributing to a 20% upside in digital revenues, within just two years of launch. The STV project presents a unique long-term view on the impact of Dynamic Ad Insertion during a period that has included major sporting events such as the Rugby World Cup and Euro2016.
Aside from one-off events, STV also discuss the impact of DAI on its day-to-day programming, covering popular reality TV such as The X Factor and I’m A Celebrity… Get Me Out Of Here.
In 2015 major UK broadcaster Channel 4 replaced its hugely successful on demand offering, 4OD, with All 4. The new platform was to include the broadcaster’s full suite of live channels (Channel 4, E4, More4, Film4, 4seven), but in order to do so it needed to apply an effective monetisation solution.
With an excellent reputation for user experience built up over the course of a decade, it was paramount that a true broadcast experience be delivered, at scale, to All 4’s 13 million registered users. Being a pioneer in developing first-party user data, there was a requirement to engage the viewer in a way that had not been possible before, through relevant addressable advertising.
The highly innovative deployment of Yospace’s platform, including a groundbreaking integration with FreeWheel’s ad decisioning engine, has ensured that a personalised, frame-accurate and seamless stream can be delivered, at scale, across All 4’s live channels, contributing to unprecedented view-through rates of 98%.
The innovative project was recognised at Mediatel’s Connected Consumer Awards (Connected Content Service of the Year) and Digital TV Europe’s Content Innovation Awards (Advanced TV Innovation of the Year).
Box TV is the UK’s no.1 Music TV Network and launched Dynamic Ad Insertion across its full portfolio of live channels in 2014: The Box, 4Music, Kiss, Magic, Smash Hits, heat, Kerrang! and The Box Africa.
Before introducing Dynamic Ad Insertion to its live streams, the network was only able to monetise its channels through non-skippable pre-rolls, which, while accepted by its audience of 16-34 year old “millennial” viewers, didn’t reflect the true high standards of broadcast television.
By replacing the ad breaks, Box TV were able to switch off pre-roll and form a less intrusive experience for users. The results have been fantastic, with the network reporting view-through rates of 96%, a good 15-20% higher than conventional digital advertising.
More importantly for the broadcaster, the project led to a four-fold increase in online ad revenues.