TV Advertising; Business, Technology, and Systems by Lawrence Harte

Author:Lawrence Harte [Harte, Lawrence]
Language: eng
Format: azw3
Publisher: UNKNOWN
Published: 2017-03-11T05:00:00+00:00

Ad Insertion Systems

An ad insertion system is a combination of equipment and software that receive, interpret and process media insertion commands for the selection and splicing of promotional messages into program streams. Ad insertion systems also record (log) the insertion operations (verification file), which are used by billing systems to advise and bill advertisers.

An ad insertion server is an application server that inserts advertising media during pre-determined time segments. This process allows different advertising messages to be sent to viewing areas or specific viewers.

Ad Insertion Schedules An ad insertion schedule is an itemized list or table that identifies ads (such as television ads), the dates and times during which they will run, and the rules that will be used to control their insertion into other media programs. For linear programs (such as TV shows), ad insertion schedules may be provided to allow for the identification of ad slots that may be sold.

Ad Pre-Emption Ads may not be inserted for a variety of reasons including improper queuing (ad could not be obtained in time for insertion), priority level (ad was preempted by a program or ad with higher priority level), or the program was not available (such as a sports game that ended early).

Ad Splicers Ad splicing is the process of merging an advertising message into a media stream such as a television program. Ad splicers are intelligent switching devices that can receive and merge multiple media signals (such as from the network feed and from an ad server).

The splicing process can involve multiple splicing points and processes as several streams may need to be spliced at different time points. This can include multi-language video, audio, teletext subtitling, and metadata. The actual time of the splice can vary on each media stream because media compression (such as MPEG-2 or AAC) results in time delays and video and audio compression tend to have different delays.

Cue Injection Equipment Cue injection is the process of inserting messages that are used to prompt future actions (such as alerts for television ad insertion points). Cue injection equipment may be used to identify where ads may be inserted into media (such as a news program or an on demand media program).

Cue Dropping Equipment Cue dropping is the process of removing cue messages from a program or media stream. Cue dropping may be performed to disable commercial killer devices that can identify and remove commercials from recording devices.

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