The Polish national transmission company Emitel is to undertake a pilot implementation of a system for broadcasting advertising spots in the Dynamic Ad Insertion (DAI) model.
In a statement, it says that the project has been commissioned by the Warsaw Stock Exchange (GPW). It will test the functionality and effectiveness of the system, with the scope covering selected types of digital TV platforms in Poland. Implementation will start in the second half of this month.
According to Maciej Stanecki, VP of the management board of GPW DAI, “the goal of the WSE is to build a comprehensive technological platform that will enable the implementation of the service of dynamic replacement of TV advertisements, i.e. DAI. The system is to ultimately operate in digital terrestrial television, cable networks and streaming platforms. It will enable TV broadcasters to replace TV advertising spots with those tailored to the recipient’s interests. Together with Emitel, we are starting the implementation and testing of the system’s functionality. The replacement of the advertisement will take place on set-top boxes in order to ultimately build a nationwide coverage and allow advertisers to design campaigns and adjust content through our system. This is the basic distinguishing feature of our project. By testing various technologies, we want to be sure that we will be able to build the largest possible range of devices with various operators throughout the country”.
As part of the project, Emitel is responsible for the installation and configuration of the system that will be connected to the infrastructure provided by the GPW.
If the tests end positively, the GPW intends to launch a commercial DAI platform in Poland next year.
Maciej Staszak, VP of the management board of Emitel, added: “Emitel has been working on the implementation of the DAI technology for several years. Working with TV broadcasters, we understand how groundbreaking this solution can be for our partners. In a difficult advertising market, DAI technology opens up a new field for much more effective use of advertising time, which should translate into better financial results for broadcasters, and in turn will allow viewers to avoid watching ads that they are not interested in. We are all the more glad that such a serious player as the Warsaw Stock Exchange is trying to build this solution on the Polish market and that we can be part of this project and create such modern solutions in our country. It is also worth noting that the platform that we will be implementing covers all digital ways of distributing TV channels, and not only digital terrestrial television”.