StarHub launches Dynamic Ad Pods for personalised live TV ads

StarHub has launched Dynamic Ad Pods, a new advertising solution that allows for real-time ad replacement in live broadcast TV channels in Singapore.

This technology, developed in collaboration with Hoppr, enables advertisers to target different households with distinct advertisements during live TV broadcasts, as opposed to the traditional model where all viewers see the same adverts.

Real-time targeting

Dynamic Ad Pods leverage StarHub's Connected TV Server-Side Ad Insertion (SSAI) technology and insights collected from over 175 million hours of viewing data. According to StarHub, this allows two households watching the same live programme to see ads that are customised to their interests at the same time.

This capability is available across a range of live content, including sports, news, and primetime drama. StarHub stated that the solution supports measurable performance and reduces media waste by ensuring that only relevant ads are shown to each household.

StarHub also highlighted the deployment of Dynamic Break Matching, which helps ensure advertisements are placed within live programming in a way that minimises disruption and keeps the viewing experience as seamless as possible.

Flexible ad formats

The Dynamic Ad Pods solution offers flexibility in advertising formats, supporting skippable pre-roll ads before programmes as well as mid-roll ads stitched into live and on-demand shows. All ads are delivered full-screen and with sound, aiming to maximise viewer engagement.

The different formats enable brands to interact with viewers throughout the user journey and manage campaign reach and frequency.

Personalisation and safety

Moving beyond conventional TV advertising, which is often limited in its targeting capabilities, Dynamic Ad Pods introduce personalisation to linear broadcast feeds. Advertisers can tailor campaigns to individual screens and incorporate controls to ensure brand safety as well as prevent excessive repetition of advertisements.

StarHub explained in the announcement that frequency capping helps restrict the number of times a viewer is exposed to the same ad, increasing the effectiveness of each campaign while reducing the chance of audience fatigue.

Integration across channels

Advertisers using StarHub's platform can extend their campaigns beyond television. Campaigns can span digital display formats and platforms such as WhatsApp, allowing brands to continue reaching audiences and encouraging conversion through integrated calls to action.

This expansion aims to provide a seamless customer journey, spanning from initial awareness on television to interaction and action on digital channels.

Market significance

StarHub describes the introduction of Dynamic Ad Pods as a first-of-its-kind capability in Singapore's broadcast TV market. According to the company, this approach aims to create new opportunities for advertisers and to enhance the viewing experience for audiences by reducing exposure to repetitive or irrelevant advertisements.

The company noted that advanced data analytics underpin the ability to serve these targeted ads, offering brands more relevant ways to connect with households and giving viewers a smoother, less intrusive TV experience.

Dynamic Ad Pods can be implemented in both live channels and on-demand programming, distinguishing the offering from most existing Connected TV ad solutions that are typically limited to on-demand content.

With the integration of digital retargeting capabilities, advertisers can also follow up with viewers across a range of online environments, further closing the loop between television adverts and consumer action.