Dynamic SCTE-35 ad markers: A live broadcast game changer
With the proliferation of FAST (free ad-supported television) channels and the move of many live events to streaming platforms, the need for targeted and seamless ad insertion has become paramount. Dynamic ad insertion using SCTE-35 ad markers has emerged as a revolutionary approach, offering broadcasters increased flexibility and targeting. But how does it work? And how can you use it in your business?
What does SCTE stand for?
SCTE stands for Society of Cable Telecommunications Engineers, an organization that develops standards and best practices for the telecommunications industry to help ensure seamless communication and signal transmission. SCTE standards encompass a wide range of topics, including video compression, network protocols, and conditional access systems. Among these standards, SCTE-35 and the ad markers it created are especially significant for OTT (over-the-top) broadcasters.
What are SCTE-35 ad markers?
SCTE-35 ad markers are cues that indicate the start and end points of an advertisement within a digital video stream. They were originally used in transport streams for digital television transmission, which replaced analog transmission on traditional TV channels in the 1990s.
Today, SCTE-35 ad markers are also used in a variety of OTT streaming protocols including HLS (HTTP live streaming) and DASH (dynamic adaptive streaming over HTTP). There are two main types of ad markers: static and dynamic.
Static ad insertion
Static ad markers provide pre-defined, fixed time codes for the start and end of an advertisement, as well as for the entire ad break. Ads always play at the same time within a program and ad breaks are typically the same length. The ads themselves are also predetermined and have limited personalization. Static ad markers are typically used in traditional channels like terrestrial and satellite broadcasts.
Dynamic ad insertion
Dynamic ad markers also provide time codes that indicate when an advertisement starts and ends. However, broadcasters are able to make real-time adjustments to synchronize dynamic ads with live programming. Modern technology even allows dynamic ad insertion to be automated to ensure precise timing with what’s happening on the screen and provide a seamless viewer experience.
How do SCTE markers work for dynamic ads?
Most dynamic ads are inserted by the server before the content reaches the end user’s device (known as the client). This is called server-side ad insertion (SSAI). Here's how it works: let's say a viewer wants to watch Thursday Night Football on Amazon Prime. They initiate the video stream in the app, which sends a request to Amazon's servers. The SSAI technology sends out ad requests, leveraging its user data to decide on the most relevant ad bids. It then stitches those ads together with the live content to create a seamless stream.
With live events, it isn't always possible to know exactly where to insert the ads. For example, you may need to go to an ad break at any time during a game depending on the flow of play. In a live scenario like this one, dynamic SCTE-35 ad markers can automatically detect when an event is going to break and insert the SCTE markers in real time.
Why you need dynamic ad insertion
Dynamic ad insertion uses first- and third-party data about individual viewers or households to serve hyper-targeted advertisements based on a user’s search and viewing behavior, demographics, and more. Unlike with static ads, the relationship between the program and the ads is no longer based on the content alone or even the viewer’s region. It's one of the most important live broadcast solutions because it has a number of business benefits.
Efficiency
The days of manually managing individual ad placements are over. Dynamic ad markers automate much of the decision-making process, including when to insert ads and which ads to insert. Because it’s so automated, the process is also scalable and can be used to create hundreds of individual streams at the same time, all around the world. That’s key to driving operational excellence in a competitive landscape.
Consistency
The modern viewer is often watching from a mobile device or even from two devices at the same time. Because dynamic ad markers are inserted on the server side, viewers get a consistent experience regardless of their streaming platform or device. The right technology can customize ads to tablets, laptops, smartphones, smart TVs, and more — providing a seamless experience.
Reach
Viewers are overwhelmed by constant marketing on all channels and will choose to skip ads when they can. With many types of advertising, there's no guarantee that your ads will ever reach the customer. One of the biggest benefits of SSAI is that ad blockers can’t skip or block these advertisements. With dynamic ad insertion, you know you're reaching your intended audience.
Engagement
There's no doubt that dynamic SCTE-35 ad markers allow broadcasters to maximize their campaign’s impact through more targeted advertising strategies. Ads can be targeted not only by account or household but even by individuals within a household. When a viewer sees relevant ads, they're more likely to engage and convert, leading to better ROI.
Flexibility
The flexibility of dynamic SCTE markers can also improve ROI. Advertisers can make real-time adjustments based on the latest user data, while broadcasters can respond to changes in the schedule or in the game itself. Dynamic ad insertion technology can even analyze viewer interactions as they’re happening and optimize ad delivery to maximize effectiveness.
Monetization
With all of the above benefits, it's no surprise that dynamic SCTE-35 ad markers help broadcasters monetize their content. In today's competitive landscape, personalization matters more than ever. The ability to deliver the right ads, at the right time, to the right audience, helps live event broadcasters, rights holders, and other stakeholders offer a stronger value proposition and build better partnerships with advertisers, creating a win-win for everyone involved.
The future of dynamic ad markers
SCTE-35 ad markers have come a long way from their static, fixed roots. However, successfully leveraging dynamic ad insertion requires advanced technology, including AI-based algorithms, plus the foundation of a solid global IP network to distribute the feeds you create.
LTN Arc is a cutting-edge platform that does all of that and more. Our proprietary technology automates SCTE-35 ad marker insertion, resulting in a scalable, seamless solution for live event versioning. As a fully managed service, the experts at our technical operations center (TOC) ensure that your streams reach your audience seamlessly, even for the most demanding workflows.
In addition to multiple SCTE marker insertion we also handle:
Large-scale ingest, aggregation, normalization, and monitoring
Versioning and feed decoration
Multi-track audio management
Delivery to downstream services
Ready to monetize your live event content using dynamic ad insertion? Contact us for a demo today to see what we can do for you.