Monday, 11 April 2016 12:02

Network Ten selection of Brightcove tech helps ‘defeat’ ad blockers

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Network Ten has selected Brightcove’s server-side ad insertion technology for its premium online video catch-up and streaming service, tenplay.

The selection of Brightcove Once expands the TV network’s existing use of Brightcove’s Video Cloud and showcases what Brightcove claims is “growing industry support” for server-side ad insertion (SSAI).

Under the deal, Network Ten will leverage Brightcove Once to insert advertisements across the tenplay website, providing what the vendor says is a seamless, broadcast-like viewing experience for users.

The deal marks an expansion of Network Ten’s use of Brightcove’s SSAI technology, which Network Ten previously implemented across Apple TV, Sony BRAVIA, Telstra TV/Roku and Xbox platforms.

“tenplay achieved 182 million video views in 2015, making how we connect our catch-up, on-demand and live content with users a runaway success,” said Liz Baldwin, General Manager, Digital, at Network Ten.

“Our partnership with Brightcove and their industry-leading technology has allowed us to enhance the tenplay experience on Apple TV and game consoles, and we're confident that our success will follow through to these new platforms moving forward.

“We’re now able to deliver a true broadcast-like experience for audiences and advertisers as well as address ad-skipping, giving advertisers greater assurance their content will be seen by their intended audiences.”

Brightcove says Network Ten’s adoption of Brightcove Once is part of wider adoption of SSAI technology in the region, with broadcasters such as MediaWorks in New Zealand also using Once.

Brightcove General Manager of Australia and New Zealand, Mark Stanton, said Brightcove Once will enable Network Ten to deliver a higher quality catch-up service, while mitigating the risk of lost ad revenue from the rising popularity of ad blocking services.

“Ad blockers are an urgent concern for media companies, who, according to market research, stand to lose nearly US$22 billion in revenue across desktop and mobile devices as result of their increased use.

“The beauty of server-side ad insertion solution is that media companies can easily monetise their online video content without worrying about ad blockers, and deliver a much better user experience, without the jarring disruptions of client-side ads such as video buffering, spinning wheels and poor video quality.

“This validates our role as the partner of choice for leading media companies and validates our approach to SSAI technology.”

Stanton said Brightcove Once is a server-side ad insertion solution which enables broadcasters and publishers to seamlessly insert pre-roll, mid-roll and post-roll ads into video content to deliver “an engaging, TV-like experience”. Brightcove Once circumvents ad blockers by inserting ads into the video stream, rather than requesting them from the user’s device.

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Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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