Yospace and STV on the long-term impact of Dynamic Ad Insertion

Nearly three years after the first UK launch of Dynamic Ad Insertion (DAI) for live simulcast, Scottish broadcaster STV and stream manipulation expert Yospace present a unique case study on the long-term impact of the service.

stv-screenshotFrom a standing start ahead of the World Cup in 2014, addressability can now be applied to 98% of STV’s online inventory – a figure that would not have been reached without DAI.  At the European Championships in 2016, the broadcaster recorded a 150% growth in ad impressions compared to the World Cup.

“Combined with our ability to achieve higher yield through targeting, this represents a huge revenue increase,” says Will Jones, Product Manager at STV.

The case study also explores the impact DAI has had on STV’s regular schedule.  Rémi Brunier, Business Owner for the STV Player, explains: “We simulcast 24/7 and Saturday nights are live events in themselves.  Viewers tuning into reality shows like The X Factor and I’m A Celebrity want to see the action as it happens, and their popularity is delivering strong digital ad revenues each and every week.”

Read about the project here:

Broadcast Beat - Production Industry Resource