Don't Hate the Slate

If you39re in the live OTT space you know exactly what I39m talking aboutamp160 For those of you that aren39t a slate is the static or animated image viewers sometimes see in place of a commercial during an ad break in a live streamamp160 Anywhere livestreamed content is being viewed via OTT viewers are seeing slatesamp160 ESPN DirectNow and even Syncbak39s own alwayson directtoconsumer OTT app SBTV are faced with this challengeamp160 This is an industrywide issue that Syncbak is in a unique position to solve since using our adSync DAI technology means slates can soon be a challenge of the pastamp160Launched late this year we39ve already started to fill ad breaks and drive significant ad revenue to our broadcast affiliates which more than covers the cost to stream their contentamp160 Our goal is to make live streaming a revenue generator rather than a budget line item for our broadcast partners Basically we provide broadcasters the technology for streaming content for freeamp160 Here are the causes and steps we are taking to reduce and eliminate the slateWhy Is the Slate Showing Up in My Live OTT Stream amp160On the most basic level a viewer sees a slate when there isn39t an ad to otherwise fill the ad breakamp160 This can happen for several reasonsamp160Over the air viewing is a quotOne to Manyquot experienceamp160 DAI makes OTT a quotOne to Onequot experienceamp160 That means that for overtheair viewing everyone in the market sees the same adamp160 So the traffic department at a broadcast affiliate knows exactly how long the ad break is and fills the ad break accordinglyamp160 Broadcasters would never put in a slate over the airamp160 In contrast ads inserted into live OTT streams using DAI are served to each users39 device based on their individual profileamp160 In other words two people sitting sidebyside watching the same programming on OTT will likely see different ads based on who they are what device they are viewing from their behaviors and so onAs adsupported OTT grows SBTV and other streaming platforms are working with data providers to ensure more robust targetingamp160 This results in more winning bids for programmatic inventoryamp160and better performance on direct deals with ad agencies and advertisersAnother reason a viewer might see a slate is due to the nature of live streamingamp160 The commercial break in a live stream may be shorter or longer than a traditional 15 or 30second slot and the length of ads served variesamp160 If the ad break is 40 seconds that extra ten seconds will be filled by a slate until live programming resumes because there would be no ad size to fit that 10second spaceLastly and perhaps more intrusive for a viewer than seeing a slate is a viewer seeing the same ad repeated several times during a single ad break This may happen if there aren39t enough advertisers bidding on the inventoryamp160 If the same ad spot reaches the same audience multiple times in the same ad break it causes fatigue that is bad for both the advertiser and the viewerWhat39s Being Done to Address the Issue of Slates LongTermBottom line the best way to eliminate the slate is to fill all the inventory with the most profitable ads most relevant to the vieweramp160 We39re increasing fill rates by pairing our audience information with robust data solutions giving advertisers more opportunity to find their exact target audience increasing the likelihood their message will match with a specific vieweramp160 We39ve also partnered with industry heavyweight SpotX connecting Syncbak39s network of inventory to programmatic ads from the public marketplaceWhat Can Be Done Right NowAs the adsupported OTT ecosystem is ramping up there are things that can be done to ease the painamp160 AdSync allows local stations to insert their own ad serving tags into the ad decisioning layeramp160 This allows for local sellers to help fill the inventory with local advertisers or insert their own station promos or public service announcementsWe39re also working on selling overall brand sponsorships of slates meaning viewers may not be served what they consider to be a traditional ad but they will see a message branded by an advertiserThe ad supported OTT space is definitely going through some growing painsamp160 At Syncbak we take our technology expertise enhanced by our broadcast partners39 nose for content to attract and retain local viewersamp160 Together we are creating an ad supported OTT platform that attracts media buyers with live local brandsafe content for their advertisers in a robust user experienceClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Don't Hate the Slate

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Dean Mandel

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Don't Hate the Slate

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Dean Mandel

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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