Irish commercial broadcaster TV3 implemented Yospace’s dynamic advertising replacement solution as part of its live streaming of the Rugby World Cup 2015. TV3 streamed all 48 games of the tournament on its 3Player and apps.
Yospace provided its server-side solution, splicing personalised advertisements into the live stream before they reach the player. By taking information on commercial break patterns from the broadcast playout automation, and on the advert creative to be added from the advertising decisioning engine, in this case Ooyala Pulse, Yospace creates an output tailored to each individual user that is designed to retain the look of a broadcast channel output.
The system implemented at TV3 for Rugby World Cup 2015 utilised Yospace’s ESAM (Event Signalling And Management) server, which provided the link from the broadcaster’s playout automation to encoder, ensuring the stream is correctly conditioned for the yospaceCDS platform to perform the ad insertions. By manipulating the HLS manifest for each user session, yospaceCDS can make individual ad calls to the decisioning engine, in order to create a more relevant and personalised viewing experience.
“One of the advantages of the structured, modular architecture Yospace provide is that we can implement systems for event television, like our initial installation at TV3 for the rugby,” said Tim Sewell, CEO of Yospace. “Our experience in delivering dynamic content replacement systems to broadcasters big and small allows us to reliably scale the infrastructure we need to ensure that we can meet the biggest peaks like Ireland’s big win against France.”
The TV3 dynamic advertising replacement project continued throughout the entire Rugby World Cup 2015 campaign to the final on 31 October, and has been adopted as an ongoing service.
