Dutch Fox Sports has launched Dynamic Ad Insertion (DAI). Fox Sports 1 is the first channel in the Netherlands to use DAI.
DAI is the placing of digital advertisements in a live TV stream. Users who watch the channel live via the Fox Sports app or website will therefore be able to see different commercials than the viewer who is watching the TV at the same time.
“The Fox Sports team started two years ago with the development and implementation of Dynamic Ad Insertion. The fact that we were the first to go live in the Netherlands at the start of the TV and football season fits in with the ambition of Fox Sports and is a great team performance in collaboration with Yospace, NEP, Deltatre, Triple and RTL BrandDeli,” said Susan van Geenen, VP Media Networks, The Walt Disney Company Benelux.
Dynamic ad insertion is a new advertising product for both consumers and advertisers. The consumer gets to see a more focused message, so that advertisers reach their target group better. In addition, these online advertisements are displayed in a logical place within the content.
The technique used to replace the commercials comes partly from Yospace, part of RTL Group. RTL BrandDeli is responsible for the spot and online advertising sales of Fox Sports and offers the possibility to tailor digital commercials for the live TV streams of the football matches to specific characteristics of target groups.
