StarHub has launched Dynamic Ad Pods, a first-of-its-kind advertising solution in Singapore that allows real-time ad replacement in live broadcast TV. The innovation delivers personalised messages to viewers, offering a new level of precision in linear television advertising. Unlike traditional connected TV ads, which typically appear before or during on-demand content, this approach extends targeted advertising into live programming, including sports, news, and drama.
The solution was developed in partnership with Hoppr, StarHub’s technology collaborator for connected TV. By combining audience insights with advanced ad insertion technology, StarHub aims to make television advertising more effective for brands and less repetitive for viewers.
Leveraging data and advanced technology
Dynamic Ad Pods are powered by StarHub’s Connected TV Server-Side Ad Insertion (SSAI) technology, which uses data from more than 175 million hours of viewing. This allows two households watching the same programme to see different ads at the same time, with each message tailored to specific interests. The technology also includes Dynamic Break Matching, which ensures adverts fit seamlessly into live broadcasts to minimise disruption.
Advertisers can take advantage of multiple formats, such as skippable pre-rolls and stitched mid-rolls, across live and on-demand content. All ads appear full-screen with sound on, maximising engagement while maintaining a natural viewing flow. This setup helps brands reach audiences effectively, manage campaign frequency, and reduce wasted impressions.
Creating value for brands and viewers
The service brings greater personalisation to linear TV feeds, supported by brand safety controls and frequency capping to prevent ad fatigue. By replacing generic advertising with targeted placements, campaigns can reach viewers more effectively, while households enjoy a more relevant experience.
Beyond television, StarHub’s connected TV platform extends campaigns to other digital touchpoints such as display ads and WhatsApp. This enables brands to retarget viewers and drive conversions through clear calls to action, creating a connected customer journey from awareness to purchase.
A hybrid of broadcast reach and digital precision
StarHub said the introduction of Dynamic Ad Pods bridges the gap between the mass reach of broadcast TV and the measurable impact of digital advertising. For advertisers, it provides an opportunity to achieve stronger outcomes by delivering relevant messages during high-attention moments. For viewers, it reduces repetition and creates a smoother, more engaging experience during live TV.
By bringing digital-style targeting and accountability into live television, StarHub has positioned Dynamic Ad Pods as a significant step forward in Singapore’s advertising landscape.
