ITV has installed Yospace technology across its live ITV Hub channels.
The Dynamic Advertising Insertion (DAI) system, which was also implemented by Sky Go this month, offers the ability to replace initial advertisements from the broadcast signal with alternative options for the online simulcast, which can be selected according to the demographic of the viewer.
“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,” stated Paul Davies, communications, marketing and commercial manager at Yospace.
The technology, which was first implemented by ITV during the Rugby World Cup in 2015, as well as the 2016 Six Nations, will now be used for ITV’s coverage of UEFA Euro 2016 in the summer.
It will, however, no longer be limited to major sporting tournaments, and will also be applied to live entertainment content such as Britain’s Got Talent and The X Factor.
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.”
The DAI is designed to ensure frame-accurate insertion of the replacement ads, which protects the viewer experience.
Tim Sewell, CEO of Yospace, added, “We wanted to create an online solution that truly reflects the live television experience and we 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.”
ITV Hub is available on PC, mobile, Amazon Fire TV and Fire TV Stick, plus Freeview Play.
