Tuesday, 12 April 2016 12:40

SBS rolls out new anti-ad blocking technology

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Hot on the heels of Network 10 implementing a solution to defeat ad blockers, SBS TV has also now started rolling out new anti-ad blocking technology from Switch Media across its On Demand services including the network website, iOS and Android apps.

Switch Media’s AdEase - which will be showcased at the National Association of Broadcasters (NAB) conference in the United States next week - enables SBS to maximise its online revenues by invalidating the increasing number of ad blocking apps.

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

SBS Director of TV and Online Content, Marshall Heald, said, “As well as removing the annoying buffering, the seamless stitching of ads makes the transition invisible to ad blockers.

“It's a huge leap forward across all our apps and devices and positively impacts our advertising bottom line allowing us to invest more into distinctive content for Australian audiences, which is a key priority for SBS.

“We’ve been incredibly impressed at how AdEase has improved the SBS On Demand viewing experience around ad breaks.”

CEO of Switch Media, Christopher Stenhouse, said SBS was the first broadcaster to integrate AdEase into their online content offering, with a number of other broadcasters expected to integrate the product into their online digital properties in the coming months.

“SBS was impressed with the AdEase product’s unique, video platform-agnostic approach and highly configurable server-side ad insertion.  AdEase easily integrated with SBS’s existing video platform and all of their third party ad serving partners, such as DoubleClick, Videology and Tubemogul.”

Stenhouse said that, to date, Switch Media has integrated the AdEase solution into the recently launched SBS On Demand AppleTV v4 app, and within a couple of months will roll it out to the SBS On Demand iOS and Android apps and website – to be quickly followed by integration with the broadcaster’s apps for Smart TVs, Chromecast and game consoles.

According to Stenhouse, streaming ad-supported content enabled by AdEase for the Broadcast, Film, Entertainment, Sports, Live Events, and Online Video sectors will save companies “millions of dollars in the long run”.

“Ad-blocking apps were probably inevitable but allowing ads within the streaming of content ensures it can be provided free to consumers, without them having to subscribe or go behind pay-walls.

“AdEase not only enables content providers and advertisers to maximise revenue through its anti-ad blocking technology but it also provides a highly interactive user experience, audience demographic targeting capabilities for a more personalised viewing experience, and advanced user-behaviour analytics.”

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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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