How Is Ad Insertion Done? Everything You Should Know


The process of implanting an advertising message into a media channel is called ad insertion. In a conventional broadcasting system, ad insertion depends upon the national or geographic factor, determined by the distribution network. Now, as television broadcasting systems are using addressing, ads can be directly delivered to TV set of the audience on the basis of his/her device, content, likes and other information available.

Let us know about the various systems that work in a combined way in ad insertion.

Ad scheduling


Ad scheduling is a process of selecting a period during which ads are run. Ad scheduling helps a business to choose the campaigns/content and time slots where it can perform the best.

Cue tones

These are signals that are inserted in media to indicate an action that is going to happen. They can also be simple signals containing additional information about the event that will occur. For example, the duration which gets displayed for how long the commercial will run is an example of cue tones.

Ad splicers

The function of ad splicer is to select two or more media program inputs to produce a single media output. Ad splicers use cueing message and splice commands to detect the programs to be spliced.

Digital program insertion


With the evolution of digital content, an advanced method of ad insertion came which is known as digital program insertion (DPI). It allows network operators switch programs without any effort. Dynamic ad insertion (DAI) is a budding concept of DPI which has been discussed since a long time in the cable TV industry. The key reason behind this is the immense potential of DAI which has created a great revenue opportunity for content owners and broadcasters. The unique feature of DAI facilitates broadcasters to insert live, relevant, and demographically targeted ads. Moreover, this facility can be employed over existing cable infrastructure.

How digital program insertion is done?

Live-to-live regionalization

In this application, a national level live content can be substituted with a live regional programming for a fixed time period. This technique greatly benefits digital terrestrial television broadcasters.

Live-to-file ad insertion

It is a linear ad splicing method, where national ads may be substituted with regional spots. This application can be used by operators to insert targeted ads from a single piece of content.

What are the benefits?

  • Expands the audience and boosts the reach.
  • Controls ad delivery and prevents ad blockers from detecting ads which eventually eliminates buffering and provides the audience a quality viewing experience.
  • With digital ad insertion, engagement of the viewer can be monitored.

Ad Insertion Platforms

ad insertion platform

With the advent of new technology in this field, broadcasters now have advanced OTT ad insertion platform that allows the TV networks dynamically insert ads on the server part. It is a great benefit over the traditional way of client-side ad insertion.

Benefits of ad insertion platforms

  • Cost effective solution for regionalizing the content
  • Content transportation is internet based
  • Integrate the various systems working
  • Content insertion across audio as well video can be done on a larger platform using multi-layer graphics
  • Replace content accurately
  • Store local content
  • Receive feeds from common satellite

Features of ad insertion platform

  • Facility of integrated storage
  • Local replacement of content is possible either through satellite or cloud
  • Improved trigger detection
  • Frame accurate splicing


From how the ad is inserted to the benefits of ad insertion platform, here is everything one should know about ad insertion.

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