The amount of video that is accessed online through the mobile devices is consistently on the rise. There is a definite need for maximizing the monetizing prospects by delivering advertisements across multiple platforms and devices with a uniform presentation and minimum levels of overload, in al content and platform types.
The dynamic ad insertion, also known as SSAI or Server-Side Ad Insertion, has come up as the technological solution that offers a consistent experience that is similar to TV and at the same time opens up opportunities for addressable advertising. You can think of it as one of the byproducts of ad copy normalization, which is made into Server-Side Ad Insertion. Ad copy normalization is the process by which the ad content gets encoded with the same frame rates, bitrates, and audio levels as the original content. Thus, dynamic ad insertionensures a smooth transition between stitched and primary content and vice versa. The same CDN can be loaded for both the ads and content.
The highly-effective advertising opportunities as offered by dynamic insertions
The dynamic ad insertiontechnology is already under use with high success rate by the broadcasters to offer an engaging and a seamless live experience. One of the principal ways of monetization in this aspect lies with the CSAI, or the Client-Side Ad Insertion. In this case, you can stop the primary player at the beginning of each ad break and put the ad player on top. The primary player has to be resumed at the end of the break. For a broadcaster who has both Video on Demand and Live content, it helps to have one advertising workflow for application across different content. It is worth mentioning that the SSAI for live content wins over CSAI in several criterions, one of the major ones among them is the fact that SSAI does not have the strict requirements for ad break timings.
The following are the ways in which SSAI offers dynamic advertisement opportunities for the broadcasters.
Control: You can have a single point for all the ad insertion across Video on Demand and Live content. There is one interface that offers access to one set of broadcasting streams, VoD and promotional assets, and one API offering analytics in real-time.
Implementation: The ad server is used for decoupling the code. The work on interfacing and stitching to the advertisement server is carried out by the backend platform for SSAI. It offers flexibility of abstracting the decision engine and inventory from the real delivery. Software Developer’s Kits have also been made. This means you get an effective layer of middleware with the kits dealing with the backend. The backend, in turn, deals with the ad server, and thus, you can swap the ad server without a need to make any alterations to the Software Developer’s Kits.
Interactive: The Software Developer’s Kits, as mentioned before, can support the usage of linear clickable content and the dynamic overlays. As a broadcaster, you can also customize the times when pausing, seeking, and skipping are allowed.
Ad blocking: SSAI is effectively resistant to ad blocking. The stitching that is present in the SSAI means the ad blockers are not able to decrypt where the server’s call is made. Thus, the differentiation between the content and the ad is enabled, and thereby, SSAI is highly resistant to ad blockage.
As audiences for VoD and Live content continue to increase, the service providers are increasingly looking for a combined SSAI strategy. In doing so, they can secure they present ad revenues and also enhance their revenues in a short time.