Aiming to lead the way in OTT monetisation, Sweden’s largest commercial broadcaster TV4 has agreed an extension with Yospace to provide server-side ad insertion (SSAI) across its TV Everywhere service, TV4Play.
TV4 was the first company to launch the technology in Sweden in 2014, initially using it to monetise VOD content before applying it to live channels says that it has been a “crucial cog” in its forward-thinking data strategy. That is, TV4 says YoSpace has allowed advertising to be one-to-one addressable and opens the door to a mix of ad sales methods, including first and third-party sold and programmatic, maintaining a TV-quality viewing experience. This it says helps TV4 to achieve its goal of removing the distinction between traditional linear TV and digital and present itself as platform agnostic to advertisers.
Yospace’s SSAI/dynamic ad insertion solution is designed to allow advertising to be stitched into live and VOD content watched via OTT. Ads are prepared in advance to match the encoding profile of the source stream and are stitched before the video reaches the user’s device, thus says TV4 removing the prospect of buffering and inconsistencies of older technologies as programming switches to and from an ad break.
Each viewer session is handled individually, meaning that an ad call is made on behalf of each viewer. The broadcaster can continue developing its data strategy knowing it already has the necessary ad-tech in place.
“For the last couple of years TV4 has relentlessly been driving our business from a traditional linear ad model to a truly platform agnostic experience for both users and advertisers,” said TV4 Group COO Mathias Berg.
“Part of this journey has been to enable us to capture and monetise on our digital inventory in all potential channels using all data available. Having successfully launched both dynamic ad insertion with operators and log in on TV4Play, TV4 is now in a unique position to offer the combination of reach, inventory and data to Swedish advertisers. As a result of a successful implementation of this strategy TV4 delivered its best financial result in terms of turnover and profitability in the history of the company in 2018.”
Yospace commercial director Edward New added: “TV4 was in the first wave of broadcasters to embrace server-side ad insertion and I’m delighted that our long-term relationship is continuing. The broadcaster has used the technology to re-define television and data-driven advertising for a modern audience. TV4 was also among the first to recognise the advantages of a joined up live and VOD SSAI strategy.”
Yospace’s SSAI/dynamic ad insertion solution is designed to allow advertising to be stitched into live and VOD content watched via OTT. Ads are prepared in advance to match the encoding profile of the source stream and are stitched before the video reaches the user’s device, thus says TV4 removing the prospect of buffering and inconsistencies of older technologies as programming switches to and from an ad break.
Each viewer session is handled individually, meaning that an ad call is made on behalf of each viewer. The broadcaster can continue developing its data strategy knowing it already has the necessary ad-tech in place.
“For the last couple of years TV4 has relentlessly been driving our business from a traditional linear ad model to a truly platform agnostic experience for both users and advertisers,” said TV4 Group COO Mathias Berg.
“Part of this journey has been to enable us to capture and monetise on our digital inventory in all potential channels using all data available. Having successfully launched both dynamic ad insertion with operators and log in on TV4Play, TV4 is now in a unique position to offer the combination of reach, inventory and data to Swedish advertisers. As a result of a successful implementation of this strategy TV4 delivered its best financial result in terms of turnover and profitability in the history of the company in 2018.”
Yospace commercial director Edward New added: “TV4 was in the first wave of broadcasters to embrace server-side ad insertion and I’m delighted that our long-term relationship is continuing. The broadcaster has used the technology to re-define television and data-driven advertising for a modern audience. TV4 was also among the first to recognise the advantages of a joined up live and VOD SSAI strategy.”
