Network Ten launches live ad replacement for Winter Olympics

Louise Duffy | 07-02-2014

Network Ten has joined forces with content replacement technology provider Yospace to create new opportunities for marketers in the live streaming channels it is running for the Winter Olympics, starting today in Sochi, Russia.

The Australian broadcaster's digital platform tenplay will run eight simultaneous live streams during the Games. Two of the streams will carry all of the action live as broadcast on TEN and ONE. There will also be six dedicated live streams direct from Sochi.

Working with Yospace, Network Ten will offer seamless and frame accurate replacement of the broadcast advertising in the live streams from the Games.

Network Ten will continue to work with Yospace after the Games end on 24 February.

Network Ten chief sales officer Louise Barrett said: “This represents the first time an Australian media company has offered live ad replacement or insertion in online streams – and we are delighted that we can do it in our coverage of the spectacular Sochi 2014 Olympic Winter Games.”

Network Ten chief digital officer, Rebekah Horne, said the introduction of the Yospace system was an important step for tenplay and Australian advertisers.

“Delivering effective monetisation of live content with a true broadcast user experience is a milestone for digital media,” she said.

“What attracted us to the Yospace technology was that it was a complete and automated solution – from our play-out through to the end-user device.”

Horne said the ability to execute targeted interactive ad replacement would give advertisers a level of personalisation and interactivity not previously seen in live online
simulcasts. Ads are managed through DoubleClick, integrated with the Yospace system, to determine which ads are shown to each user.

Tim Sewell, CEO of Yospace, said: “It’s a privilege to be working with Network Ten to deliver this world-first for such a prestigious event. It also represents the start of a long-term partnership powering the monetisation of their regular simulcast output to connected devices.”