Development of a system for automatic ad insertion into on-demand streaming video to provide new monetization mechanisms to the media industry

Projektinformationen

TAPPXSSAI

ID Finanzhilfevereinbarung: 887919

DOI

10.3030/887919

Projekt abgeschlossen

EK-Unterschriftsdatum 27 November 2019

Startdatum 1 Dezember 2019

Enddatum 31 Mai 2020

Finanziert unter

• INDUSTRIAL LEADERSHIP - Innovation In SMEs

Gesamtkosten

€ 71 429,00

EU-Beitrag

€ 50 000,00

Koordiniert durch

TAPPCELERATOR MEDIA SL
Spain

Periodic Reporting for period 1 - TAPPXSSAI (Development of a system for automatic ad insertion into on-demand streaming video to provide new monetization mechanisms to the media industry)

Berichtszeitraum: 2019-12-01 bis 2020-05-31

Zusammenfassung vom Kontext und den Gesamtzielen des Projekts

We have developed a new technology based on Server-Side processing of the insertion of advertisements, which has a series of important competitive advantages over the Client-side based solutions that are currently on the market. The improvements that this innovation entails are focused on both the end user, improving their experience preventing the ads from cutting scenes, as well as the advertiser, by contextualizing the ads, and therefore optimizing the effectiveness of the impact of the ad. Finally, for broadcasters, the solution helps them maximize their advertising revenue and automate the process. The objective of the project has been the creation of a Server Side Ad Insertion system for the media industry able to handle and insert Advertising content into streaming video. The system has been based on an artificial intelligence able to analyse the original video content to create a series of metadata that allows the system to select the optimal Advertisement, as well as the optimal insertion moment, creating a targeted non-disruptive viewer experience.

Arbeit, die ab Beginn des Projekts bis zum Ende des durch den Bericht erfassten Berichtszeitraums geleistet wurde, und die wichtigsten bis dahin erzielten Ergebnisse

The feasibility study performed has accomplished the following specific objectives:
• Development of a five-year business and exploitation plan adjusted to the technical and commercial features of the project, including the assessment of the cost-effectiveness and exploitation potential of the solution.
• Validation of TAPPX’s commercial strategy focused on its ability to offer the system to clients and advertisers through its existing commercial channels including sales of pilot test deployment with a significant target customer.
• IP strategy enabling protection over the suitable parts of the system and to expand the scope of its freedom-to-operate assessment.
• Development of a technical assessment to identify limitations or constraints of technology, as for example integration with ad servers, trackers, real-time performance, big data handling, algorithm performance, etc including advanced prototype testing in a real-world environment at TRL7.

Fortschritte, die über den aktuellen Stand der Technik hinausgehen und voraussichtliche potenzielle Auswirkungen (einschließlich der bis dato erzielten sozioökonomischen Auswirkungen und weiter gefassten gesellschaftlichen Auswirkungen des Projekts)

The test with TV3 has been satisfactory and we believe that the main impact will be aimed at both, user and the broadcasters:

- User: Improve the user experience, showing them non-intrusive advertising and much more focused on their preferences.
- TV broadcast – media companies: Adapt their business models to monetize views and improve their performance compared to traditional advertising.