Ten aims for ‘broadcast experience’ on digital video

The Project, featuring Waleed Aly, one of many shows on Network Ten’s tenplay service. Digital video has been plagued by how advertising interrupts the content viewers are there to watch by adding extra load times and pause. Photo: SuppliedTen Network will extend a deal with US-listed Brightcove to trial anti-ad-blocking and server-side video-insertion technology across its online video services.
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Brightcove’s Once technology combats ad-blockers by stitching advertisements within the existing video so that ad-blockers cannot tell the difference between the content – which is done before the video is sent from the server to the viewing device.

It also aims to eliminate the pause and buffering between digital video ads and the programming viewers are watching.

Ad-blocking is a growing issue for media companies. Use of the technology soaring over the last three years with around 200 million people now estimated globally to be using ad-blocking technology.

Ten, which began working with the Boston-headquarter Brightcove in 2013, has been experimenting with the Once technology and using it across Apple TV, Xbox, Sony Bravia and Telstra TV.

The new trial will extend that to web pages for tenplay and online video; however, it is still not being used on iOS and Android devices.

“It delivers a superior user experience. It’s all about trying to make the user experience as close to a broadcast experience as we can,” Network Ten general manager of digital Liz Baldwin told Fairfax Media. Ad-block users blocked

Nine Entertainment is also considering using server-side video-insertion technology, but at this stage is stopping users of ad-blockers from viewing their online videos.

“We will move there soon. What we have been doing is interrupt the ad-blockers,” Nine Entertainment chief digital and marketing officer Alex Parsons.

“We focus in on is having ads which aren’t too instructive, ads that don’t get in front of the content.”

Both Nine and Seven West Media’s Yahoo7 use Brightcove for its online video cloud services, but are not using its Once software for server-side video ad insertion.

In the 12 months to August, ad-blocking use increased 41 per cent across the world and in 2015 is estimated to have cost publishers $US22 billion, according to PageFair.

Apple’s decision in September last year to allow third-party ad-blockers on its iOS mobile operating has seen a explosion in the use of such technologies, with hundreds of millions of iPhones and iPads now able to block advertising.

Ad-blocking is estimated to have around an 18 per cent penetration rate in Australia, higher than the United States, which is at 15 per cent.

Brightcove Australia and New Zealand managing director Mark Stanton said ad-blocking is a significant and growing issue.

“It does vary depending on the demographic … content that is skewed to a younger male audience can see higher rates of ad-blocking.”

He said that digital video has been “plagued” by how advertising interrupts the content viewers are there to watch by adding extra load times and pause.

“With products like tenplay, it’s not cat videos, this is premium content. But until now it’s really not been a premium experience on the advertising side,” Mr Stanton said.

“We fetch the ads from each of the advertisers and what we return down to the device is a single piece of media and includes both the ad and the content.”

This story Administrator ready to work first appeared on Nanjing Night Net.