The technology seamlessly replaces original in-stream TV commercials with targeted video advertisements, allowing broadcasters and operators to gain additional advertising revenues. The upgrade is part of a series of enhancements to SPB TV Media platform 3.0.
SPB TV Media Platform is a core content delivery element of SPB TVs slick cloud-oriented solutions for multi-screen TV. Together with SPB TV middleware technologies and client software, the platform forms a complete TV service that can be simultaneously delivered to all video-enabled devices, including smartphones, tablets, PCs and set-top boxes. SPB TV solutions have modular architecture and can either be hosted and managed by SPB TV or by the broadcaster or TV provider themselves using their own servers.
Now with the added enhancements for its 3.0 rollout, the SPB TV Platform allows accurate substitution of the commercial broadcast based on location, gender and age on all connected screens, including mobile, desktop and TV. The ad replacement is carried out on the streaming server and ensures uninterrupted TV viewing experience to the users. The 3.0 update also breaks down analytics on behaviour patterns and interests, offering targeting so accurate it can pin point a small group of people even one individual user.
Theres no such thing as a typical TV viewer, so traditionally broadcasters struggle to draw additional revenues from advertisers looking to target specific niches, said Kirill Philippov, CEO, SPB TV.
These days advertisers really value options that allow them to address people individually through highly relevant and timely messages. With SPB TV on board, TV providers can use knowledge about individual users to accurately target their audience, generating another revenue stream via highly-customised and relevant ads, he added.
Other SPB TV 3.0 updates include:
- Push notifications support helping content owners to attract the attention of viewers when new content or appealing promos is added
- Comprehensive content management system for live and VoD content
- New VOD components