Centralised Infrastructure Essential in Realising Potential of Dynamic Ad Insertion
This week Yospace announced a pre-integration with NexStreaming that simplifies broadcasters' route to market when monetising online video streams on HTML5. The move represents a small step towards what many broadcasters and advertisers crave: the replication of the benefits of traditional television in the online world.
In December Yospace published a report that found live television channels still hold great value for advertisers. There are a several reasons for this:
- Where else can an advertiser reach its entire audience simultaneously?
- The quality of the advertising is premium: 30 seconds, high audio/video levels, extremely high viewability
- A straightforward trading model for advertisers with a single point of access to the marketplace
- Trusted, independent measurement system
In the online world there are different benefits of course. Dynamic Ad Insertion technology enables functions such as addressability, interactivity and real-time measurement (all included in the Yospace/NexStreaming HTML5 offering of course). These factors all add significant value. However the plethora of online platforms and devices mean the marketplace is very fragmented, and offering a single point of access for trading and measurement is incredibly difficult.
The broadcast industry is working hard to address this, and we're seeing progressive movements through a series of broadcaster partnerships – such as Channel 4 and BT's announcement earlier this month. However, the benefits of user data and programmatic trading can only be felt if the Dynamic Ad Insertion technology that performs the ad stitching and feeds back tracking information is effective across the broadest possible set of platforms and devices.
Yospace and NexStreaming's announcement is a vital step in this process.