Hearst Television Rolls Out Anvato’s Digital Ad Insertion Technology for Live Streaming
New ad stitching technology helps Hearst Television deliver localized ads to users on mobile and web devices
Mountain View, CA(03 Apr 2014)
Anvato, the integrated TV Everywhere platform provider for broadcasters, today announced that Hearst Television has deployed new digital ad insertion (DAI) technology for live streaming at more than 20 of its TV stations. Unveiled in March, Anvato’s unique server-side technology enables broadcasters to use the same live linear adaptive bitrate (ABR) streams on every screen, while allowing them to insert unique, user-targeted ads via their existing digital ad server.
According to Mike Rosellini, VP of Digital Operations at Hearst Television, a key requirement for Hearst was support for broadcast-style advertising pods that include a mix of local and national spots; it was Anvato’s end-to-end, web-based platform that truly set its technology apart. “We wanted one integrated solution to deal with newscast video capture, proxy clipping, live streaming and ad pods. While there are a number of vendors that do bits and pieces, Anvato is special in that they solve a number of problems with one unified package,” Rosellini explained.
Hearst Television was also attracted to Anvato’s unique software-as-a-service (SaaS) business model, which requires no capital outlay. “We didn’t want to buy encoders or make a huge hardware investment. Anvato simply gave us the flexibility that other encoding solutions couldn’t offer,” Rosellini added.
Leveraging Anvato’s VAST-compliant server-side integration with DoubleClick for Publishers (DFP) by Google, Hearst Television, along with its digital ad operations partner Internet Broadcasting, is now automatically replacing original ads throughout the stream with ads specific to each local market.
“Hearst Television is the perfect broadcaster to launch Anvato’s new ad stitching technology,” said Alper Turgut, CEO of Anvato. “For quite some time, they have been recognized as a broadcast leader in the use of innovative digital media technology, especially in the local markets. We are honored to have our innovative technology added to Hearst’s growing list of industry-firsts.”
Anvato’s ad insertion technology will soon be live at all 25 of Hearst Television’s news producing stations.
About Hearst Television
Hearst Television, a national multi-media company, owns and operates 29 local television stations and two local radio stations, serving 30 U.S. cities and reaching approximately 18% of U.S. television households. The TV stations broadcast 60 video channels, featuring local and national news, weather, information, sports and entertainment programming, and local community service-oriented programs. The stations also host and operate digital on-line and mobile platforms that extend the company’s brands and content to local, national and international audiences. Hearst Television is recognized as one of the industry's premier companies, and has been honored with numerous awards for distinguished journalism, industry innovation, and community service. Hearst Television is a wholly owned subsidiary of Hearst Corporation. The Company’s Web address is www.hearsttelevision.com.
About Anvato
Anvato is the most-efficient and cost-effective technology for broadcasters and content providers to offer TV Everywhere. By integrating its best-of-breed products - like live linear streaming, VOD, ad-stitching, players, and analytics - into a single end-to-end platform, customers more easily reach and monetize audiences. To power TV Everywhere for the largest sporting events, national programming, and local newscasts, Anvato's highly-resilient, cloud-managed media platform streamlines each broadcast operation from HD signal to end-player.
NBCUniversal, FOX Sports, LIN Media, Hearst, Scripps, Univision, Post-Newsweek, and Journal Broadcast Group are among the top broadcasters who trust Anvato as their technology partner.