StarHub, in partnership with Hoppr, has launched Dynamic Ad Pods, a pioneering solution in Singapore that replaces ads in real time on live broadcast TV channels. This innovation allows advertisers to target audiences with precision during live programmes, a feature previously limited to on-demand shows.
Dynamic Ad Pods utilise Connected TV (CTV) Server-Side Ad Insertion (SSAI) technology, drawing on insights from 175 million hours of viewing data. This enables different households watching the same live broadcast to see tailored ads, enhancing relevance and reducing media waste. The ads are seamlessly integrated using Dynamic Break Matching, ensuring minimal disruption to the viewing experience.
The new solution offers flexibility with formats such as skippable pre-rolls and stitched mid-rolls, delivered in full-screen, sound-on environments to maximise engagement. Unlike traditional TV advertising, Dynamic Ad Pods provide personalised ad replacements down to each screen, with built-in brand safety controls and frequency capping.
Beyond television, StarHub’s CTV solution extends campaigns to digital channels like display and WhatsApp, allowing brands to retarget viewers and drive conversions through a connected customer journey. This integration of live TV’s reach with digital media’s precision offers businesses a powerful tool for achieving stronger outcomes.
StarHub’s initiative marks a significant advancement in TV advertising, combining the storytelling power of live broadcasts with the accountability of digital media, ultimately enhancing the viewing experience at home.
