Integrating digital advertising with cable tv network and broadcast advertising
A programmable and universal video serving platform enabling brand safe digital ads to be inserted into linear television cable and broadcast programming feeds. A linear programming feed includes a cue message that indicates a spot for ad insertion into the programming feed. Detection of the cue message triggers the generation of a VAST protocol ad request from the video serving platform to a digital ad server, the request including programmable fields that are configured to obtain data to generate standard and custom VAST tag information, including audience impression information and distribution platform information as needed. The digital ad server delivers a VAST response back to the video serving platform identifying a digital ad for insertion, and the video serving platform enables playout of the selected digital ad during the designated insertion spot into the programming feed. This process can be implemented for national cable and broadcast network advertising such that VAST-driven ads can be placed to run on the entire footprint of the cable or broadcast network, or just in a particular geographic market.
1. A method, comprising:
preparing, by a video server, a linear program feed for a broadcast or cable network uplink configured for national distribution of the linear program feed, the linear program feed identifying at least one ad insertion break;
generating, by the video server, a VAST request for a national ad to insert into the at least one ad insertion break, the VAST request including program information, impression estimates, and audience descriptors;
sending, by the video server, the VAST request to an ad decisioning system;
receiving, by the video server from the ad decisioning system, a VAST response identifying a first digital ad as the national ad on the basis of the program information, the impression estimates, and the audience descriptors; and
adding to the linear program feed the identified first digital ad.
2. The method of claim 1 , further comprising:
prior to the step of generating a VAST request, detecting a trigger signal that indicates whether the identified first digital ad should be a national ad or a local ad.
3. The method of claim 2 , further comprising:
preparing a manifest for playout of at least one linear program feed; and
preparing a message to be included in the linear program feed, the message including the trigger signal.
4. The method of claim 3 , wherein the message is an SCTE 35 cue message modified to include a flag as a trigger signal, the flag is set when the first digital ad should be a national ad and the flag is not set when the first digital ad should be a local ad.
5. The method of claim 3 , wherein the message is incorporated into a data packet having a flag as a trigger signal, the flag is set when the first digital ad should be a national ad and the flag is not set when the first digital ad should be a local ad.
6. The method of claim 2 , wherein the steps of the method are implemented at or before the broadcast or cable network uplink, or in a cloud network, or in a combination of steps distributed both at or before the broadcast or cable network uplink and in a cloud network.
7. The method of claim 1 , wherein the step of adding to the linear program feed the identified first digital ad is performed by a first video server located at a broadcast or cable network site.
8. A method, comprising:
preparing, by a video server, a linear program feed for a broadcast or cable network uplink, the linear program feed identifying at least one ad insertion break;
detecting a trigger signal that indicates whether the ad insertion break should be filled with a national ad, a local ad, or a previously selected underlying ad;
generating, by the video server, a VAST request for an ad to insert into the at least one ad insertion break, the VAST request including the trigger signal, program information, impression estimates, and audience descriptors;
sending, by the video server, the VAST request to an ad decisioning system;
receiving, by the video server from the ad decisioning system, a VAST response identifying a first digital ad on the basis of the trigger signal, the program information, the impression estimates, and the audience descriptors; and
adding to the linear program feed the identified first digital ad.
9. A method, comprising:
detecting, by a video server, a message in a linear program feed received from a multi-channel video programming distributor, the message indicating an ad insertion break in the linear program feed and including program information, impression estimates, and audience descriptors;
determining, by the video server, whether a first flag is set in the message;
generating, by the video server when the first flag is set, a VAST request for a national ad to place into the ad insertion break, the VAST request including the program information, the impression estimates, and the audience descriptors;
generating, by the video server when the first flag is not set, a VAST request for a local ad to place into the ad insertion break, the VAST request including program information, impression estimates, and audience descriptors;
receiving, by the video server from an ad decisioning system, a VAST response identifying a first digital ad on the basis of the program information, the impression estimates, and the audience descriptors; and
adding to the program feed the identified first digital ad.
10. The method of claim 9 , wherein the video server is located at or before the broadcast or cable network uplink.
11. The method of claim 9 , wherein the video server is accessible through a cloud network.
12. A method, comprising:
detecting, by a video server, a first message in a linear program feed received from a multi-channel video programming distributor, the first message indicating an ad insertion break in the linear program feed and including program information, impression estimates, and audience descriptors;
detecting, by the video server, a second message in the linear program feed, the second message including a first flag as a trigger signal;
generating, by the video server when the first flag is set, a VAST request for a national ad to place into the ad insertion break, the VAST request including the program information, the impression estimates, and the audience descriptors;
generating, by the video server when the first flag is not set, a VAST request for a local ad to place into the ad insertion break, the VAST request including program information, impression estimates, and audience descriptors;
receiving, by the video server from an ad decisioning system, a VAST response identifying a first digital ad on the basis of the program information, the impression estimates, and the audience descriptors; and
adding to the program feed the identified first digital ad.
13. The method of claim 12 , further comprising:
preparing a manifest for playout of at least one linear program feed; and
preparing the second message to be included in the at least one linear program feed, the second message including the trigger signal.
14. The method of claim 12 , wherein the first message is an SCTE 35 cue message, and the second message is incorporated into a data packet having a flag bit as a trigger signal, the flag bit is set when the first digital ad should be a national ad and the flag bit is not set when the first digital ad should be a local ad.
15. A method, comprising:
preparing, by a cable or broadcast network, streaming content for national distribution, the streaming content including a program feed having a plurality of ad avails;
identifying a plurality of national advertisements for placement into each of the plurality of ad avails;
generating a VAST request for a first digital advertisement, the VAST request including program information, impression estimates and audience descriptors related to the program feed;
receiving, in response to the VAST request, a VAST response identifying the first digital advertisement selected using the program information, impression estimates and audience descriptors;
modifying the program feed to replace at least one of the plurality of national advertisements with the first digital advertisement; and
uplinking the transport stream with modified program feed to a satellite for national distribution.
16. The method of claim 15 , further comprising:
the generating step is responsive to a trigger signal encoded with the program feed.
17. The method of claim 16 , further comprising:
the trigger signal is a flag bit, the flag bit is set when the first digital advertisement should be nationally-targeted ad and the first flag bit is reset when the first digital advertisement should be locally-targeted ad.