Seven, the Australian commercial broadcaster, has extended its partnership with Yospace for dynamic ad insertion into live streaming content, in time for major events like the Winter Olympic Games and the Commonwealth Games (the latter being held on Australia’s Gold Coast in April). The companies have signed a long-term agreement that will allow Seven to open up online ad breaks and make them one-to-one addressable at scale.
The Yospace DAI system was used by Seven for the Australian Open as part of the Summer of 7Tennis season. Ad breaks were editorially triggered during that event. There has since been a full integration between Yospace’s platform and the Imagine D Series automation system that drives the broadcaster’s linear TV channels, meaning that DAI can be applied 24/7. This latest iteration of DAI was launched last year for the Rugby League World Cup in October. Online streaming and the resulting advertising opportunities were much higher than expected for that event.
In further evidence of the proliferation of live streaming audiences in the country, total minutes viewed during this year’s Australian Open, for which DAI was applied across sixteen simultaneous online channels, were double Seven’s expectations. According to OzTAM, Australia’s official source of television audience measurement, 7Tennis occupied all top ten Video Player Measurement positions during the tournament.
[Video Player Measurement, or VPM, is OzTAM’s census-level reporting system that measures all the online live and catch-up viewing on participating broadcaster video players. These broadcasters currently include ABC, Seven Network, Nine Network, Network Ten, SBS and Foxtel.]
Clive Dickens, Chief Digital Officer at Seven West Media, says: “We are seeing emotionally-invested viewers with a high propensity to stream. Average user sessions on the web during the Australian Open were over 30 minutes.”
The automation integration also allows Yospace to automatically create VOD assets, making them available to Seven’s viewers for catch-up within minutes of a live programme ending. Ad markers in the VOD assets are retained from the live stream, allowing new advertising to be delivered whenever the catch-up content is viewed.
Seven and Yospace will be revealing more about their work to realise the full value of live online sports, using dynamic ad insertion, at Future TV Advertising Forum in Sydney on February 22. You can see the full conference session details here.