InBroadcast - June 2023 - 52

52
www.inbroadcast.com | Vol: 13 - Issue 6 | June 2023
InMedia
Dynamic Ad Insertion: A Triple Win
for Advertisers, Broadcasters, and
Viewers in the Streaming Era
By Srinivasan KA, Co-Founder and Chief Revenue Officer, Amagi...
S
treaming video over IP offers
greater flexibility in the insertion
of ads, graphics, and audio material
than does
traditional
Allowing for real-time updates
broadcast.
to
the video stream, combined with
the aggregation of viewer data and
preferences, it's an ideal catalyst for
personalized, targeted
aimed
at
individual
advertising
viewers
specific audience segments.
Broadcasters can take advantage
of this flexibility
to better engage
viewers with relevant ads, leading to
higher conversion rates and better
return on investment for advertisers.
Broadcasters that want to follow
advertisers into the OTT ecosystem
may find
it
difficult
to determine
which tools will help them make
an effective migration while
continuing to keep an eye on their
legacy
channels.
This
article will
introduce broadcasters and other
content owners to modern dynamic
ad
insertion (DAI) and describe
what makes this technology - and
its
approach to ad purchasing
and placement - a triple win for
advertisers, broadcasters, and
viewers. It will end by previewing the
exciting opportunities DAI can offer
as the growing consumer adoption of
or
connected TVs (CTVs) and smart TVs
continues.
What Is Dynamic Ad Insertion?
In general, DAI is the practice of
placing ads into the video stream
at
the near-exact
moment
broadcasting
handles advertising - namely, by preinserting
ads into the video before
distribution.
With DAI, broadcasters
it's
viewed. This makes DAI a far cry
from how traditional
may
still need to set up campaigns in
advance - buying ads, negotiating
their placement with advertisers,
fitting them into slots. However,
with DAI,
done in
time data aggregation to determine
user preferences
for ads
Brand insertion within video streams
this decisioning can be
real time. DAI uses realbased
on
their past behavior and inserts
ads accordingly. More specifically,
DAI sends a signal to the ad server
just before an ad break becomes
available, requesting that the server
selects a viewer-appropriate ad from
the catalog, and stitches it into the
stream. This creates a unique stream
for each user rather than providing
the same chunk of ads to all users,
even if they are watching the same
linear channel or on-demand content.
Combined
with server-side ad
insertion (SSAI), DAI can stitch ads
into the video content near to where
the ads are stored before delivering
the stream to viewers. Compared
with client-side ad insertion, SSAI
far improves the viewing experience
by eliminating buffering and latency,
and it also allows for bypassing ad
blockers. Overall, DAI with SSAI not
only provides more accurate, realtime
ad targeting and measurement,
but it also ensures that ads reach
Product insertion
within video streams
a wider
audience,
increases
ad
revenue for broadcasters and other
content owners, and results in a
smoother experience for viewers.
Going Beyond Personalization
to Optimized Ad Inventories
The obvious benefit of DAI is its
for
potential
to personalize ads
specific users. Depending on the
platform, service, and technology
used
for DAI, broadcasters
can
gather various kinds of viewer data,
including geographic
location based
on
IP address, device
information, and
viewing behavior
such as
rewinding. While this
information might help
broadcasters
video streams
optimize
and
viewing quality, its
use in DAI will not only
guarantee higher cost
per thousand
(CPM)
ad
rates
than what
they would receive for
untargeted ads - it will also open new
ways of optimizing how broadcasters
allocate, utilize, and price their ad
inventory.
Rather than going door-to-door
looking for advertising support
for
Dynamic graphic overlays
specific slots, broadcasters can now
sit in the power position, viewing
skipping or
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