Sep 6, 2018
The global leader in SSAI achieved unprecedented scale for one-to-one addressable streams during the World Cup, recording a peak of over 1.5 million simultaneous viewers.
Yospace is to showcase its award-winning server-side ad insertion system at IBC (stand 14.G14). The technology, also known as dynamic ad insertion or SSAI, has undergone a transformation in the last couple of years as audiences embracing OTT have been met by advertisers keen to exploit the opportunities of digital.
This summer’s World Cup tested the technology in the most demanding setting: major live event television. Many streaming records were broken during the tournament, with the world’s largest CDN, Akamai, reporting that they delivered more video data in the 10 days of the group stage than during the entire 2014 tournament. In keeping with overall trends, Yospace saw huge growth among SSAImonetised streams too.
Scottish broadcaster STV launched server-side ad insertion for the 2014 World Cup, the first in Europe to do so. They saw a five-fold increase in peak concurrent, or simultaneous, viewers watching personalised SSAI-enabled streams during the 2018 tournament, with viewers this year also able to enjoy all the action in HD. Average viewing time increased, too, pointing to an audience that was more engaged with the content they were watching. This resulted in two extra ad spots being opened up per viewer session.
Live events make the most engaging television because all viewers share the same experience. Dynamic ad placement opportunities are more valuable to the rights-holder as a result, but they are also more challenging to optimise in the programmatic ad marketplace because ad breaks occur for all viewers at the same time.
Peak concurrency during the tournament was recorded at over 1.5 million, which occurred during the dramatic penalty shoot-out between England and Colombia. Rather than delivering one ad for all, Yospace triggered many millions of ad requests for an ad break that was watched simultaneously by all viewers around the world.
Yospace is able to do this because it manages each viewer session. When an ad break is detected a call is made out to an ad server on behalf of each user. The ad server manages which ads are to be delivered to which viewer and will often make further calls out to the wider ad marketplace, where live auctions drive the highest possible CPM rate for the rights-holder.
All of the responses have to be managed within the strict timeframes of live broadcasting in order to maintain a TV-like viewer experience. Yospace’s advanced technology succeeds where others don’t because it is able to make ad calls in advance of an ad break happening, allowing the ad server and wider programmatic marketplace the time they need to respond. Given sufficient time, fill-rates are higher and the true value of each ad placement opportunity is realised.
The system also caters for the unexpected moments in major live events, which are often the most valuable but hardest to access. The biggest surge in SSAI traffic for Yospace during the World Cup was in the knock-out game between Croatia and Denmark, when audiences across the globe doubled during the period from the end of extra-time to the start of a sudden-death penalty shoot-out – a window of just a few minutes. The ad break just before penalties began suddenly became highly valuable and was successfully monetised by Yospace’s platform.
David Springall, CTO and Founder of Yospace: “Our technology has been, and continues to be, developed in tandem with the evolution of OTT streaming and advertising to the point that technical advancements from Yospace today are advancements for SSAI technology as a whole.”
Tim Sewell, CEO of Yospace: “Our SSAI platform was first to market in 2010 and today we stand as the only dedicated vendor with a proven track record for delivering at scale. The system has been architected to address the unique challenges the programmatic marketplace introduces to live streaming, and our continued focus on SSAI means we remain out in front when it comes to the development of the technology, as demonstrated by our continued adoption and loyal global customer base. Our World Cup figures show that our global reach is second to none.”
More from Yospace at IBC:
IBC Innovation Awards with Medialaan:Yospace is a finalist at the highly-respected IBC Innovation Awards for its work on reducing ad loads in live OTT streams for the leading Belgian broadcaster.
Programmatic Demo:Working with SpotX, Yospace are demonstrating live SSAI with one-to-one addressability and programmatic trading.
Turnkey Scaling:Yospace is demonstrating its turnkey solution for scaling up channels to support major events. Editors are able to track viewing figures across live streams in order to place advertising in the most valuable slots.
Yospace is the foremost provider of server-side ad insertion (SSAI) technologyin the world today. Its solution allows live streams and on demand (VoD)content to be monetised for OTT in a way that is true to the seamless viewerexperience of linear television, while opening up benefits of digitaladvertising such as one-to-one addressability and real-time measurement.Yospace is a division of the RTL Group. Customers include; DirecTV, Fox, Sky,ITV, Channel 4, TV4, TV2, Telia, RTL, Seven, Nine & Optus.