Feeds

Brit tech brings in-stream ads to Canadian TV webcast

Works on iPads without app, lets you fast-forward

Intelligent flash storage arrays

The Canadian Broadcasting Corporation is deploying VoD technology from UK-based YoSpace, enabling targeted adverts to be dropped into the stream like it's 1999.

Adverts at the beginning and end of a video stream are old hat, and popping up a text overlay (a la YouTube) is positively primitive, so YoSpace creates a proper advertisement break – complete with programme-identifying brackets – and drops it into the video stream without requiring the client application to do anything at all.

That's important as the CBC wanted the content delivered to the iPad, but didn't want to have to develop an iOS application specially. They also wanted to provide longer content – films and such – which can't be financed by headers and footers alone. A side-effect of the tech means that the user-targeted selection of adverts can also be delivered to any device receiving the stream, without the device having to be aware of it.

Slipping adverts into a video stream is harder than it appears: the YouTube website, for example, can push an advert out ahead of a video, but the various YouTube client apps can't manage that, so the content just doesn't appear.

So, for example, on an Android phone the YouTube app claims not to have heard of Drop the Dead Donkey, but visit the YouTube website (using the same device) and you can call up any episode of the '90s journalistic sitcom which will run full-screen (preceded by an advert or two).

iPhone users, of course, can't use the Flash-based website, so just have to do without classic British comedies as Channel 4 (which owns Drop the Dead Donkey) can't make any money out of the content without being able to push an advert out first.

Equally, as the video supplied by YoSpace is just that, users can fast-forward over adverts just as they can skip over any other part of the video, but the CBC is relying on the fact that the majority of viewers won't bother.

Interestingly the CTO of YoSpace told us that the use of HTTP streams, rather than RMTP, gives greater control over the video being delivered.

But the important thing is that it enables companies to finance their content by inserting proper advertisement breaks, hopefully long enough to get the kettle on before dashing back to one's seat in the best 20th century fashion. ®

Remote control for virtualized desktops

More from The Register

next story
Facebook pays INFINITELY MORE UK corp tax than in 2012
Thanks for the £3k, Zuck. Doh! you're IN CREDIT. Guess not
Google Glassholes are UNDATEABLE – HP exec
You need an emotional connection, says touchy-feely MD... We can do that
Lawyers mobilise angry mob against Apple over alleged 2011 Macbook Pro crapness
We suffered 'random bouts of graphical distortion' - fanbois
Just don't blame Bono! Apple iTunes music sales PLUMMET
Cupertino revenue hit by cheapo downloads, says report
US court SHUTS DOWN 'scammers posing as Microsoft, Facebook support staff'
Netizens allegedly duped into paying for bogus tech advice
Feds seek potential 'second Snowden' gov doc leaker – report
Hang on, Ed wasn't here when we compiled THIS document
Verizon bankrolls tech news site, bans tech's biggest stories
No agenda here. Just don't ever mention Net neutrality or spying, ok?
Inside the EYE of the TORnado: From Navy spooks to Silk Road
It's hard enough to peel the onion, are you hard enough to eat the core?
prev story

Whitepapers

Cloud and hybrid-cloud data protection for VMware
Learn how quick and easy it is to configure backups and perform restores for VMware environments.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Top 5 reasons to deploy VMware with Tegile
Data demand and the rise of virtualization is challenging IT teams to deliver storage performance, scalability and capacity that can keep up, while maximizing efficiency.
How to simplify SSL certificate management
Simple steps to take control of SSL certificates across the enterprise, and recommendations centralizing certificate management throughout their lifecycle.