At super bowl time I sat down with my family to watch the game. As I am into ads and technology we had:
- On the big screen tv we had the superbowl telecast via cable.
- An ipad working over the top from the nbc website streaming the superbowl
- my android device streaming from my smartphone provider with the live game.
I was interested in the ad payload that each of the devices was providing, similarities and differences and delays We turned it into a game that the family was playing on who found the different ads first on each of the devices. This was not as easy as you would think as all the streams had different delays.
Ipad OTT feed from nbc.
1. There was a completely different video payload of ads that appeared on this feed, as compared to the tv feed. Some of the ads were common but not in the same sequence. There was much more repitition of the ads as compared to tv.
2.The delay was there. About 20 seconds from the live tv feed.
3. The banner ads were static and remained the same for the entire game.
4. Overlays. I thought I saw some before the game but there were none in the game
Smartphone live feed of the superbowl
1. The video ad payload was identical to the live tv feed
2. Delay was high. It was around a minute
3. There were no banner ads
4. There were no overlays
My takeaway was that the video ad replacement for live ott feeds has started but the focus so far has been just to rebroadcast. To me there are 4 phases in the transition to multiscreen ads
1. Rebroadcast
2. Replace
3. Target
4. Coordinate.
That will be the subject of my next article!!
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