Channel 4 previously announced that it was moving away from traditional linear ad feeds across its digital properties to dynamically served, targeted ads. The broadcaster will replace its pre-scheduled blocks of inventory with targeted live video advertising, which will be available to buy programmatically by the end of the year.
Yospace is provideing in-stream ad replacement with transitions to and from the advertising. Insertions are performed server-side and veiwers are presented with ads that are customised according to their unique user profile, according to Yospace.
The recent agreement with Yospace is part of the second phase of the All 4 launch – the broadcaster’s new online destination. All 4 initially introduced ad insertion for VOD, and will now use the Yospace solution to launch personalised ad insertion into the live stream.
Yospace says that the latest data show that deployments of its technology has brought view-through rates for dynamic advertisement replacement up to 98.7% for broadcasters.
“For Channel 4’s registered viewers, the All 4 experience is becoming even more personalised. We have leading audience insight capabilities and a database of more than 12 million viewers who can access a bespoke set of content and related experiences. This ethos is increasingly carried throughout our advertising, and the Yospace solution will enable us to deliver personalised ads to both individuals and specific groups seamlessly into the live stream,” said Jonathan Lewis, Head of Digital Innovation and Partnerships.
“Our programmatic launch has also opened up a host of opportunities around what we do with our live feed generally – and we’re currently exploring what place dynamic ad serving could have on the big screen.”
Yospace CEO, Tim Sewell said: “Our technology is already driving substantial advertising views for a growing number of broadcasters, and is ideally suited to Channel 4’s requirements. We are delighted to be working with such an esteemed broadcaster who already leads the field in providing the most personalised viewer experience. Our solution will enable it to leverage its extensive user database to really maximise revenues through personalised and seamless live ad insertion. A solution like this will only work if it’s reliable and stable enough to cope with major TV audiences, as potentially millions of viewers will tune in at the same time. Another fundamental requirement is flexibility. Timings of the ad breaks in live programming are often fluid, so ad replacements have to be applied on-the-fly, in real-time, and with scale.”
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