Telestream will host the company’s first Dynamic Ad Insertion (DAI) technology showcase, featuring the newly released Vantage DAI software solution. This will demonstrate an end-to-end file-based workflow encompassing video, audio and metadata transformation that delivers on the promise of increased ad revenue within a fully automated and scalable software system.
The introduction of DAI on a broad scale requires a strategic approach. “Dynamic Ad Insertion for VoD empowers content owners to generate new revenue streams from VoD content. This requires coordination between the content creator, the distribution network, and the agency managing ad campaigns. Our goal is to scale the output volume and maximise profitability for content owners, while ensuring system extensibility within the existing partner ecosystem,” commented Jim Duval (pictured), director of New Products at Telestream.
Creating a normalised platform for advanced ads requires the right balance of process automation, scalability and human interaction. A system that provides a single connection point between the content providers, ad serving platforms and multichannel video programming distributors (MVPDs) is critical to the success of any DAI strategy. Doing this with a single interface for every service provider makes the solution scalable.
“Throughout North America, we have partnered with major broadcasters and cable TV MVPDs on DAI architectures that enable them to realise the promise of DAI,” explained Duval. “We have collaborated with the pioneers of the cable DAI initiative and have now succeeded in deploying a business focused solution. In Vantage, we have developed a workflow automation platform that is proven to achieve outstanding results in DAI applications of various size and scale.”
At NAB, Telestream will demonstrate how Vantage takes previously transmitted content and digitally prepares it for the insertion of new commercials and all associated metadata in preparation for re-transmission over a VoD cable network. The system automates the content and metadata formatting and delivery and integrates directly into the DAI ecosystem, so that DAI is achieved in the most efficient and cost-effective way. “We worked out the essential workflow elements some time ago,” explained Duval. “The quantum progression that you will see at NAB this year is how Vantage makes the whole process much more hands-free and cost effective without requiring wholesale infrastructure replacement.”
“NAB 2015 will be a key strategic milestone for Telestream in terms of introducing DAI – we can demonstrate to content owners and cable TV MVPDs a resilient and reliable toolkit which will help them evolve and extend their business models, creating major new revenue streams, which is something fresh and new in our industry in recent times,” stated Paul Turner, VP of enterprise product management at Telestream.