Over-the-top and IPTV software provider Anevia has added dynamic ad insertion into its end-to-end OTT video-delivery solution.
The company’s offering already included ad-enabling and ad-preparation components, and with the addition of ad-stitching and ad-routing capabilities in Anevia NEA-CDN, the solution is now said to have been enhanced to the point of reducing the need for testing, and making deployment faster and simpler.
The move by Anevia has been timed to take advantage of the rapid increase in OTT users: the company cited a report by the US-based Video Advertising Bureau estimating that 71% of internet users access an OTT service at least once a month, while nearly a third of subscribers possessed three or more means of accessing OTT content, an eight-fold increase in just two years. As a result, advertising is estimated to comprise 45% of all online video revenue and is forecast to grow to almost 60% in the next 10 years.
Anevia, which has already deployed its DAI solution with five customers using its OTT video-delivery infrastructure , believes that it now can offer a complete server-side solution that is able to defeat ad blockers and ensure a smooth user experience. “We are seeing a major growth in demand for dynamic ad insertion facilities right across the OTT video market,” remarked Anevia CEO Laurent Lafarge.
“Advertisement revenue forms an important element of the OTT funding structure but content publishers are still experiencing a huge level of waste in the form of valueless advertising. DAI creates an immediate new revenue potential. As an example, TV operators can derive two separate revenue streams from commercials shown on TV and those shown on multiscreen.”
