StarHub’s forward-thinking approach is a strategic step to maximize the outcome from ads, while making TV time enjoyable again.
Digital advertising has taken a significant leap from traditional advertising, which follows a one-size-fits-all approach. The lackluster promises etched on flashy graphics aren’t as effective today.
As modern consumers grow increasingly informed and aware of the market, they want change. They wish for-
Hyper-personalized experiences that resonate with their personal interests and preferences.
This is where digital advertising made a pivot to programmatic advertising. And it’s fair to say that the domain is still innovating.
In recent developments, we’ve developed Singapore’s first-ever solution that changes ads in real-time during live TV broadcasts.
How is it different?
Most connected TV ads run on demand or before broadcasts. But these were unnecessarily disruptive and repetitive. StarHub sought to do something unique, and revolutionize TV advertising.
In partnership with Hoppr, the Singapore-based company has built dynamic ad pods. These will unlock a great deal of opportunities for advertisers to provide relatively more relevant and intelligent experiences to the viewers without disrupting their live program experiences.
How does it work?
It’ll draw on 175 million hours of viewing data insights through StarHub’s advanced CTV Server-Side Ad Insertion (SSAI) technology. In other words, two neighbouring households watching the same live program will be able to see two different ads based on the household’s interests.
Moreover, Dynamic Break Matching ascertains that the viewing experience is less disruptive and the ads fit in naturally. To ensure this, dynamic ad pods are available in diverse formats, such as pre-roll and mid-roll, to be delivered during high-engagement moments. All while retaining the energy from the entertainment program.
This is a fascinating feat for digital advertising as it’ll help reduce media waste and improve performance measurement in the long run.
StarHub’s solution isn’t just a tool. It’s an innovative leap for digital ads, one that combines the power of TV storytelling and the precision of digital media to develop a more connected customer journey.
