The complications of dynamic ad insertion is one factor keeping local broadcasters from making a bigger run at OTT. But with the promise of higher CPMs from ad targeting as motivation, broadcasters and vendors say solutions are on the horizon.
At its NAB 2017 press conference on Sunday, Ericsson unveiled how it plans to “transform TV” with new OTT dynamic-ad insertion technology, MediaFirst video processing solutions, cloud-based-captioning services, content-discovery tools, and its Unified Delivery Network.
Moving toward a world of complete TV messaging targeting, Comcast and NBC Universal have adopted dynamic ad insertion for the company’s video-on-demand programming. Dynamic ad insertion allows for advertisements to be easily changed at any time.