TRANSLATING BROADCAST AD COPY PRINCIPLES TO THE DYNAMIC AD INSERTION AGE

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By Daniel Allen, Andy Jones (Adstream), David Springall (Yospace).  First presented at NAB 2017.

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TV programming is increasingly available online, opening the door for digital advertising with impressive reach and rich targeting options. Beyond Sky’s AdSmart, this is really the first time advertisers have been able to deliver targeted ads against TV programmes. However, for this to reach the same sophistication as other online channels media, advertisers and technology providers must come together to drive standardisation.

Standardising OTT ads presents 3 major challenges:

1. Preventing lost ad space
2. Managing clearance and rights
3. Providing visibility of the results

In this white paper, which was presented at NAB 2017, Yospace and Adstream put forward our findings on what needs to be done to make efficient OTT advertising a reality.