Yospace claims breakthrough in reducing OTT ad load | Ad Tech | News | Rapid TV News
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Server-side ad insertion (SSAI) specialist Yospace says that it has successfully demonstrated how a reduction in ad load combined with addressable advertising offers a viable and future-proof model for broadcasters in the OTT space.

StieviePremium 22aug2017The Non-Linear Startover (NLSO) technology has been developed in anticipation of a growing need among broadcasters to consider reducing ad load to improve viewer engagement, particularly among those viewers of the “internet-first” millennial generation, while also delivering ad revenues.

Yospace’s technology allows users of OTT streaming services to rewind live content mid-stream.  Ad breaks are then intelligently reduced in length, allowing them to catch up with the live action. Even though the ads are shorter, Yospace claims that precise per-viewer decisioning means broadcasters are able to command a premium for advertising.  Individual viewers are served only relevant ad content, thus says the company boosting their engagement with the advertising and driving up CPMs for broadcasters.

“The next generation of viewers are online and have grown up used to video with lighter ad loads,” said Yospace CEO Tim Sewell. “With the right ad-tech and data strategy in place, broadcasters can cater to that audience while increasing engagement with the advertising.  Yospace’s technology continues to successfully push the boundaries of what a 21stcentury TV experience looks like.”

The company says that it already has a reference with Belgian broadcaster Medialaan, which focussed its attention on engaging a new generation of viewers. Launching with Yospace’s SSAI technology with NLSO for its Stievie TV everywhere service in late 2017, Medialaan has reported an increase in capacity for long-form views over a 12-month period, with greater ad revenues enabled through addressability. 

“Providing a seamless viewing experience was more important than creating as many ad positions as possible and Yospace understood that,” said Medialaan’s Stievie marketing director, Calogero Macaluso. “Ultimately, we want to encourage the transformation from linear to digital by delivering a better customer experience.”