The OTT landscape has evolved dramatically over the past few decades, with substantial growth in supply. The trend is expected to continue, largely driven by rising OTT viewership during the pandemic.
According to Nielsen, CTV usage in the U.S. alone reached 12.5 billion hours per month. After lockdowns began, time spent on devices rose by 80%, equating to nearly 4 billion hours of CTV consumption weekly. Amid this growth, Server-Side Ad Insertion (SSAI) technology has emerged as a key player.
What is Server-Side Ad Insertion (SSAI)?
SSAI is a dynamic method of embedding ads into video content. Whether you are a content owner or media distributor, SSAI enhances the ad delivery process by integrating ads smoothly into long-form, high-quality videos.
SSAI is ideal for OTT video services, whether live, linear, or on-demand. It provides a seamless, buffer-free transition between content and ads, delivering a superior user experience. SSAI acts as an intermediary between ad servers and online video players, ensuring ads are strategically placed within the video.
With SSAI, ads can be dynamically tailored to each user, maximizing engagement and results. The technology includes a Manifest Manipulator component that precisely splices ads into the video file, enhancing the ad experience for viewers.
How Does SSAI Work?
SSAI’s dynamic nature is key to its effectiveness. The system continuously adapts to users, ensuring longevity and relevance in the evolving ad landscape. SSAI integrates a third party to handle transcoding and stitching ads into video files, offering a smooth viewing experience for users.
The core components of SSAI include:
- Manifest Manipulator: Responsible for creating a seamless playlist of ads and content.
- Content Delivery Network (CDN): Determines the optimal source for ad streaming to users.
- Ad Decision Server (ADS): Selects ads based on user location and other factors, ensuring relevancy.
Benefits of SSAI
SSAI offers numerous advantages for OTT businesses:
- Optimized Live Streaming: SSAI uses adaptive bitrate streaming to insert ads without disrupting the viewer experience. Unlike CSAI, SSAI minimizes buffering and latency, creating a smooth, uninterrupted stream.
- Personalized Ads: SSAI allows advertisers to target viewers with relevant content based on their location and search behavior. This personalization can extend beyond product recommendations to include local news, weather updates, and traffic information.
- Increased Revenue: SSAI helps combat the rising costs of ad-blocking, expected to cost billions in lost revenue in the coming years. By bypassing ad blockers, SSAI enhances ad profitability while improving the user experience with seamlessly integrated ads.
SSAI for Live Streaming: A Must-Consider Technology
As live streaming continues to dominate the video landscape, SSAI has become essential for advertisers looking to reach their audience effectively. SSAI can be used for live streaming, dynamically tailoring ads to individual viewers and enhancing the live content experience.
SSAI is quickly becoming the industry standard for live streaming, offering clear advantages in delivering uninterrupted content.
When to Use SSAI Technology
SSAI can significantly enhance the user experience and boost revenue for media owners offering video content. It’s especially valuable for:
- OTT: SSAI eliminates pauses between ads and content, delivering a smooth viewing experience on both mobile and desktop devices.
- CTV: SSAI integrates ads into video content on Smart TVs, gaming consoles, and other streaming devices.
- Broadcasters: Broadcasters can offer more value to their viewers by replacing generic ad breaks with tailored advertisements.
Understanding OTT Video Analytics
In addition to SSAI, leveraging OTT video analytics can further optimize your ad delivery strategy. By gaining insights into viewer behavior, content preferences, and ad performance, you can refine your approach, ensuring ads reach the right audience at the right time.
Conclusion
SSAI technology is an outstanding ad delivery solution for OTT, CTV, and video streaming platforms. It optimizes ad experiences for viewers while helping content providers overcome ad blockers and maximize revenue potential. By adopting SSAI, you can elevate your ad strategy and ensure a more engaging experience for your audience.
