InBroadcast - June 2023 - 53

www.inbroadcast.com | Vol: 13 - Issue 6 | June 2023
53
InMedia
Dynamic Ad Insertion cont'd...
strategizing
the broad scope of their catalog,
the
ideal
length
of
back-to-back ad segments in the
stream, and pooling together many
types of ads for dynamic insertion.
In other words, DAI can not only
help broadcasters strike a balance
between maximizing ad revenue and
keeping viewers engaged but also
enable more intuitive and effective
dynamic
yield management
inventory management.
Through
dynamic
through IP - such as
and
yield
management, broadcasters can use
the
viewing data made available
audience
demand, viewership patterns, time
of day, and program popularity - to
adjust the price of ad slots both
appropriately and in real time. For
premium slots during peak viewing
hours
or
popular
TV
programs,
broadcasters can use DAI to charge
higher rates and maximize their ad
revenue. And during less popular
time slots, DAI may lower prices
to attract more advertisers and fill
available inventory.
separate sales funnel. Broadcasters
and other content owners can fill a
portion of their ad slots with direct
sales while also placing bids on the
remaining slots in real time. In doing
so, broadcasters can open their ad
inventory to global buyers who might
be interested in a long-term business
relationship later. Conversely, they
can also tap into their
viewers'
local market to find advertisers who
would
otherwise spend on slots
in print or radio. This guarantees
greater audience reach to local
advertisers and, in turn, provides
viewers with more geographically
relevant advertising on their favorite
platforms.
How DAI Is Getting Even Better
Because the total number of ad
slots in a video stream will always
be limited, DAI tools still need to be
developed in a way that truly benefits
everyone involved
and
provides
equitable access. Fortunately, the
rise of CTVs and smart TVs may soon
lead to interactive experiences on
Live Sports Picture in Picture
reach and awareness. This can be
especially beneficial for advertisers
that are otherwise unable to afford
breakout ads or produce quality
video, including the viewer's local
hardware store, financial office, or
other small businesses.
An even more exciting prospect of
DAI is dynamic brand insertion (DBI),
a tool that would allow real-world
brands to be inserted directly into
the video and replace billboards,
packaging, flyers, and other objects.
With continued development in AIdriven
technologies,
viewers
scenes. For
can
start to see these " in-content units "
inserted strategically
into relevant
instance, in a home
improvement or do-it-yourself series,
all the remodeling scenes could be
keyword-coded into the content's
metadata. Relevant
advertisers
-
such a local hardware store, painter,
or gardener - could pay to place
their products or graphics within
the scene in ways that are dynamic
and sensible. This use of DBI could
be an affordable, unobtrusive way
of connecting viewers to businesses
that
best
Additionally, DAI-enabled inventory
management ensures that ads are
inserted in the right slots, in the
best programs, and with the best
length of time to maximize revenue
and optimize the viewer experience.
Ads can be scheduled and targeted
to viewers in real time, rotated to
prevent ad fatigue, and optimized
according to changing
behavior, market
conditions, and
licensing agreements. Not only does
dynamic
inventory
management
maximize content owner's revenue
potential and deliver best-quality
viewing experience, but
it
increases the satisfaction of
also
all
advertisers, making sure that each
one has an equitable chance to reach
audiences.
Taken further, DAI can also enable
advertising as
programmatic
a
par with those seen in desktop and
mobile environments. In this evolving
OTT, video-over-IP ecosystem,
advertisers and broadcasters
start
can
to envision new ad formats
that will drive incremental revenue
without
disrupting viewing
viewer
experiences.
With DAI, broadcasters may soon
graphic
utilize more functional
overlays
on
as
video content, such
interactive banners, call-toaction
buttons, and L-bands with
QR codes. These elements would
allow viewers to visit a website,
make
a purchase
directly within
the streaming video interface, or
request that an email be sent to the
viewer. Interactive elements are a
great way to make advertisers feel as
if they are sponsoring the content,
thereby increasing their incremental
graphic
serve their immediate
interests.
Realistically, the potential
overlays
for
and DBI will
become concrete only with more
client-side measurements and AIgenerated
keywords or metadata.
As
these technologies
available, developers
a way
will
to offer advertisers
Conclusion
DAI increases value for everyone
involved. Broadcasters
and
other
content owners can scale channels
more quickly, gain greater access
to ad spending, and maximize the
ROI of every hour of program they're
delivering. Advertisers can quickly
and
seamlessly
quality
transact
across
content, more efficiently
leverage audiences, and better utilize
their ad dollars without fragmenting
their budgets
across
platforms.
Finally, consumers can enjoy a more
personalized
viewing experience,
become
need
both
complete with ads that accurately
capture their many interests. As DAI
grows, its features will continue to
bring new types of advertisers into
television and new types of creators
into OTT.
https://www.amagi.com
control and transparency over how
their ads are being used, down to
specific scenes, shows, and movies.
In doing so, these tools will also
need to guarantee brand safety by
making sure that ads are not directly
associated with negative storytelling
or journalism.
Even still, DAI can drive ad support
for content that would not otherwise
see enough monetization. With
DAI, broadcasters will gain a better
sense of their ad inventory, thereby
strategizing ways in which they can
best support creators by appealing to
their audience's interests.
Dynamic Brand Insertion
Dynamic Product Placement
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InBroadcast - June 2023

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