SonyLIV, the official and exclusive mobile and internet broadcaster for the India Tour of South Africa, has leveraged Akamai’s Dynamic Ad Insertion capabilities during the India-South Africa cricket series held over January and February 2018.
The Sony Pictures Network India-owned video on demand platform has delivered the India-South Africa series to millions of users seamlessly across a variety of devices.
Digital advertisers had gained the most through the course of the series, with Akamai’s Dynamic Ad Insertion delivering targeted advertisements during the live stream. With this partnership, SonyLIV achieved a near 100% ad fill rate without compromising on the viewing experience for users.
Powered by advertising technology expert Yospace, Akamai’s Dynamic Ad Insertion is designed to help content providers offer greater monetization opportunities through online advertising while maintaining a TV-like experience for viewers at scale.
Server-side ad insertion, in which advertisements are stitched into content from the server-side, is intended to offer numerous benefits to advertisers, content providers and consumers, including reliability and limitless scale for linear broadcast-size television audiences, increased device reach with faster time to market, improved viewing experiences and resiliency to ad blocking, and enhanced operational visibility through analytics.
Akamai Technologies Regional Vice President, Media, Asia Pacific and Japan Sidharth Pisharoti said, “SonyLIV has a vast library of original content. However, in India, few entertainment options have the capability to attract mass audiences like cricket. While the challenge, on the one hand, is to keep audiences engaged with a TV-like experience, the equally hard part is ensuring that advertisers see value in leveraging digital platforms to drive views and consequently, revenue through advertisements. With Akamai’s capabilities, we were able to successfully deliver what audiences and advertisers wanted over the course of the India-South Africa series.”
SPNI EVP and Business Head, Digital Business Uday Sodhi added, “The India Tour of South Africa series was a huge success for SonyLIV and our audiences had a seamless experience throughout. We partnered with Akamai and leveraged their technology and added it to our already existing capabilities. The series was a huge hit with all the brands we associated with.”