Canal 13 tests Yospace system during Copa America
DetailsJuan Fernandez Gonzalez | 17 July 2015
Yospace has implemented a dynamic advertising system at Chilean free-to-air broadcaster Canal 13, which was tested for the first time during the coverage of the South American football competition Copa America, delivering high audience retention and a four-fold increase in advertising inventory.
The Yospace solution replaces commercials at the point of stream delivery, working in conjunction with the play-out automation system to switch content on a precise frame. The result is that audiences don't realise that broadcast advertisements have been replaced in their online stream, but receive much more accurately targeted advertising, which in turn leads to better retention.
Canal 13 was looking to insert clickable video ads within its live streams to deliver impressions that were trackable. Its current solution could insert separate ads in live streaming but these were neither interactive nor trackable.
"Yospace gave us ten times more inventory to replace ads," said Rodrigo Torrealba Ruiz-Tagle, commercial manager for digital media, Canal 13. "We had an average of 98.7% view-through rate, which is just incredible".
"We needed to find a better monetisation solution for digital live streaming," he added. "It makes no sense to offer only TV spots within live streaming, and figure out concurrency to understand reach."
The system was installed in time for the Copa America, with the broadcaster's engineering team working alongside Yospace on a collaborative project. The result was a simple workflow that delivered a huge increase in inventory and in the effectiveness of the online advertising.