ATSC 3.0, the NextGen broadcast standard for digital TV, promises benefits for both consumers and broadcasters. It could also revolutionize how we consume our favorite shows. But advertisers must be prepared to adapt. New technology will be widely adopted only if it provides a significant monetary return. Take, for instance, Dynamic Ad Insertion (DAI) over ATSC 3.0/NEXTGEN TV.
Ad insertion over ATSC 3.0 is one way to provide a better experience for the audience, while also offering broadcasters higher engagement and more revenue possibilities.
As the process of inserting personalized ads continues to evolve within the video market, who benefits?
How Dynamic Ad Insertion and ATSC 3.0 Work Together
Targeted advertising is already prevalent in OTT streaming, providing a revenue boost to content owners and distributors. While the technology to create addressable ads in OTT and ATSC 3.0 is largely similar, it isn’t exactly the same.
In OTT, live and video-on-demand (VOD) streams are delivered entirely with unicast protocols (HLS or DASH) over the Internet. Server-Side Ad Insertion (SSAI) is used to deliver unicast live and VOD streams with targeted ads already inserted. On the other hand, over-the-air streams of ATSC 3.0 are delivered terrestrially via broadcast through RF transmission to televisions. It is up to NEXTGEN TV sets to switch to broadband at the start of ad breaks to receive ads targeted to the viewing household. That’s why ATSC 3.0 targeted ads lean more toward Client-Side Ad Insertion (CSAI) than SSAI.
DAI and NEXTGEN TV Work Well Together
ATSC 3.0 provides personalized programming, interactive features, and a better overall experience for viewers. Ad insertion is a key component of its ecosystem. It also provides one of the best ways to reach audiences and boost revenue through live TV broadcasts. Non-targeted ads can be hit or miss; DAI uses advanced audience targeting to create personalized ads.
This can be accomplished seamlessly by inserting ads between segments of linear programming or creating custom ads for specific viewers based on household. By using advanced audience targeting, we can create personalized ads that resonate with the viewer, making them more effective than ever before.
DAI over ATSC 3.0 is a Natural Fit for the Cloud
ATSC 3.0 advertising solutions are a natural fit for cloud deployments. That’s because they benefit from the agility, scalability, low latency, reliability, and distributed architectures that modern cloud infrastructures bring. For example, a programmer with popular sports programs can scale up their ad insertion capacity for popular matches, then scale them down for less popular content. Programmers in the US are already moving many of their contribution and production operations to the cloud for the same reasons. So, it is only natural that the ATSC 3.0 addressable ads use case start as a cloud solution.
Everyone Benefits with Dynamic Ad Insertion over ATSC 3.0
Viewers benefit by receiving more relevant ads. Industry surveys have shown that viewers prefer targeted ads, which make online and in-store shopping easier. Moreover, addressable ads in ATSC 3.0 are inserted smoothly to preserve the linear experience viewers are used to in terrestrial television.
For programmers, the benefits are huge. With addressable ad breaks on ATSC 3.0 channels, programmers get access to a wealth of data that enables an unprecedented level of personalization, creating deeper engagement and better experiences. When viewers feel content is relevant to them, they watch more, which in turn means a larger inventory for programmers to monetize and increase revenue possibilities.
Advertisers also benefit. They can buy segments that target a specific audience instead of the traditional “spray-and-pray” approach. They choose particular audience characteristics e.g., region, age, gender, or interests. So, their ad is shown only to the viewers who are potential customers. This eliminates what is commonly referred to in ad tech as “waste.”
Where Do We Go from Here?
Viewers deserve a broadcast service with increased personalization, reliability, and quality.
You can implement targeted advertising in ATSC 3.0 with minimal changes to your existing ATSC 1.0 workflow. Ateme’s ATSC 3.0 advertising solution ensures reliable ad insertion with no buffering or stalls to provide a high quality of experience. With a complete solution from Ateme and an easy path to upgrade to it from existing ATSC 1.0 deployments, programmers can easily unlock the revenue uplift potential that ATSC 3.0 brings.
To learn more about Dynamic Ad Insertion through ATSC 3.0, get in touch with us at Ateme. We’d love to hear from you. And if you’re heading to the 2023 NAB Show Centennial, pass by our booth W1517, where we’ll be showcasing this solution and many others.