Head of Marketing, Yospace
Yospace sponsored Mediatel’s inaugural Future TV Advertising Forum in Sydney last month and were very pleased to be associated with such a strong event for broadcasters and advertisers alike.
Our CTO and Founder David Springall co-presented a case study with James Bayes, Digital Sales Director – OTT Video at Seven West Media at the event. Seven launched Dynamic Ad Insertion for live simulcast with Yospace for the Australian Open in January 2017 and reported a 68% year-on-year increase in streamed minutes for this year’s event. There were 107.5m total streamed minutes across the fortnight this year, with 10.6m of those on the Men’s Final day alone.
Bayes also reported figures for the Superbowl (viewing minutes up 65% YOY), Olympic Winter Games (57.3m total live streamed minutes) and 2017 Melbourne Cup, which generated a 66% YOY increase in streamed minutes (11m in total), with a 22% increase in the number of users. These figures demonstrate that significantly more people are streaming live content from one year to the next, and for longer too.
This growth, of course, has a positive impact on the amount of addressable inventory the broadcaster is able to open up. Bayes summed up the broadcaster’s attitude to online viewing and the requirement to be forward-thinking when it comes to monetisation.
“When does a stream become a river? It's irrefutable to think that the primary distribution method that we're going to be experiencing in the future around video is going to be IP-delivered. Preparing for that future of IP-delivered video content and the opportunity it creates around addressability is something that we all need to start working on and start investing in.”
He also described why live DAI in OTT streams is so appealing for advertisers.
"Premium, long-form, scripted, brand-safe video content delivered on the biggest and best screens that there are. That's an amazing opportunity for brands."
"One live stream, one moment in time, multiple users all delivered a personalised advertising experience...everybody seeing a different ad based upon their profile data that they shared with us when they registered and signed in, and then coming back and everybody sharing that same linear experience.”