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.
One of the early adopters of the service that delivers broadcast programming over the internet, Gray has now become an investor, joining CBS, the NAB and the Consumer Technology Association.
TV Everywhere and OTT technologies create new opportunities for broadcasters to reach viewers with tailored programming and commercials, augmenting their advertising and retrans revenue streams. But these new business opportunities do not come without technical challenges. One of the biggest is ad-blocking software, which has given heartburn to many online content publishers.
The five-year-old company, which is part owned by CBS, has been working with the CBS O&Os and affiliates in preparation for the launch of the network’s online video service. To participate, each station must equip itself with a Syncbox server, which digitizes and compresses the station’s signal and then passes it along to the Syncbak Dynamic Rights Resolution Engine in the cloud that determines who gets to access it.
Consumers who download the mobile Syncbak app to their tablets or smartphones may now watch their local Gray stations’ programming, except for network fare.
Entrepreneurs are competing over best way to deliver live local TV to smartphones, tablets and other Internet devices.
A successful test with Nielsen brings broadcasters another step closer to monetizing content using Syncbak’s streaming technology.