StarHub introduces real-time ad replacement for live TV

This allows advertisers to target viewers during live programmes.

StarHub has launched Dynamic Ad Pods, Singapore’s first technology to replace ads in real time on live TV.

Unlike standard connected TV ads that run only before or during on-demand shows, this innovation allows advertisers to target viewers during live programmes, making ads more relevant and less repetitive.

Developed with Hoppr, Dynamic Ad Pods use StarHub’s Server-Side Ad Insertion (SSAI) technology to show different ads to different households watching the same live broadcast.

This opens new opportunities for advertisers across live sports, news, and primetime drama while reducing media waste.

Dynamic Break Matching ensures ads fit naturally within programmes, minimising disruption.

The system supports multiple formats, including skippable pre-rolls and mid-rolls, all delivered in full-screen, sound-on environments for maximum engagement.

Built-in brand safety controls and frequency capping give advertisers confidence, whilst campaigns can also extend across digital platforms like display and WhatsApp for retargeting and conversions.

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