Yospace today announced it is providing Dynamic Advertisement Insertion across live channels in the ITV hub.
The system, which was launched for the broadcaster’s coverage of the RBS 6 Nations Rugby tournament, allows advertisements to be replaced in a way that retains the consistent viewability of ITV’s live channels when watched online. It is accessible to the ITV Hub’s 11 million-plus registered users, and will feature across a live event schedule that boasts the European Football Championships and Britain’s Got Talent.
Yospace’s solution integrates closely with ITV’s playout to ensure transitions to/from replacement advertisements are frame-accurate and seamless, resulting in a viewing experience that is in line with that on television. By performing ad stitching on the server side, a single continuous stream is delivered simultaneously to all platforms, ensuring consistency for the viewer no matter which device they are using.
Replacement advertisements are selected according to the demographic of the viewer, a process that takes place in real-time and is reactive to the variances of a live environment.
Paul Kanareck, ITV’s Director of Online, said: “Yospace is the recognised expert in server-side ad insertion and this partnership highlights our commitment to live channels, with live streaming already accounting for over 30 per cent of the ITV Hub’s total online streaming.” Tim Sewell, CEO of Yospace, added, “ITV is the largest commercial broadcaster in the UK and we are delighted to count them amongst our growing portfolio of major broadcast customers. We wanted to create an online solution that truly reflects the live television experience and have worked incredibly hard to integrate with key playout systems in the broadcast workflow. ITV’s adoption of our platform is justification of that approach.”The ITV Hub is available on PC, mobile, Amazon Fire TV and Fire TV Stick, and Freeview Play.