What is a SCTE-35 Marker Inserter and why does your streaming platform need one?

In this article, you’ll discover how a SCTE-35 Marker Inserter enhances ad placement precision in streaming, along with other key benefits for a seamless viewer experience.

#1. Firstly, what is SCTE-35?
#2. How do SCTE-35 markers work in OTT video streams?
#3. Six reasons why your streaming service needs SCTE-35 markers.
#4. How to go about implementing a SCTE-35 into an OTT video stream.
#5. What is the impact of SCTE-35 Marker Inserters beyond ad insertion?

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In today’s streaming landscape, ad insertion is critical to monetisation. For example, streaming giants like Netflix and Disney+, who once prided themselves on ad-free viewing, took the decision to introduce ad-supported tiers to meet evolving consumer preferences and boost revenue streams (well, in the United Kingdom at least).

As consumers demand more affordable streaming services, more video streaming platforms are embracing ads, making effective ad insertion more essential than ever. One powerful tool that enables seamless, dynamic ad placement is SCTE-35, a standard used in broadcast and streaming technology to signal when and where ads should play. But what exactly is SCTE-35, and why should you architect your OTT video streaming service to integrate with this particular standard?

Read on to find out why:
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#1. Firstly, what is SCTE-35?

SCTE-35, developed by the Society of Cable Telecommunications Engineers, is a digital cueing protocol that marks ad insertion points within a video stream. It sends timing and metadata information to your ad server, which reads these signals and inserts ads at the precise moment they’re meant to appear. This technology is crucial for Dynamic Ad Insertion (DAI), allowing different ads to be delivered to different users, making it a powerful targeted monetisation tool in today’s competitive streaming world.

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#2. What are the advantages of a SCTE-35 Marker Inserter?

SCTE-35 markers are embedded into the content as metadata. When a video stream reaches a marker, it triggers a command to insert an ad. Since SCTE-35 is designed for server-side ad insertion (SSAI), ads blend seamlessly into the stream. This method is highly effective for delivering non-intrusive, TV-like ad experiences, even when streaming live events where the timing of ad breaks is essential.

For example, at Simplestream, we have integrated this approach into streaming services for A+E Network's BLAZE TV channel. This helped the customer grow ad revenue by providing options to advertise their content, including pre-roll and mid-roll ads, which create a seamless viewing experience that keeps audiences engaged and delivers smooth ad transitions.

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#3. Six reasons why your streaming service needs SCTE-35 markers

🎯 Precise ad placement

SCTE-35 markers ensure ads are inserted at the right moments, maintaining the flow of content without unexpected interruptions. For GAAGO, which streams live sports events, this means ads are placed at natural pauses like halftime, preserving the viewing experience during key moments.
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💸 Increased monetisation opportunities

With SCTE-35, Dynamic Ad Insertion (DAI) enables targeted ads, maximising revenue per viewer. For entertainement based video streaming platform's such as BLAZE TV, this technology allows for more tailored ad placements, enhancing engagement and ad revenue potential based on content and audience preferences.
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📺 Enhanced viewer experience

SCTE-35 markers enable smooth server-side ad insertion (SSAI), ensuring no buffering or delays when transitioning to ads. This quality of viewing is essential for high-quality live sports streaming, where every second counts.
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💡 Compliant with industry standards

SCTE-35 ensures your platform complies with industry standards, easing integration with ad servers, CDNs, and other systems.
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#4. How to go about implementing a SCTE-35 into an OTT video stream?

Integrating SCTE-35 markers into your video streaming service doesn’t have to be a complex process. Above all, we recommend reaching out to an expert who can guide you through the best approach for your unique needs. Below are the three main approaches to consider when deciding to implement SCTE-35 markers. Each has its own set of benefits, depending on your video streaming requirements.

1. Turnkey solutions

This approach involves configuring SCTE-35 markers and integrating them with your existing ad servers. It’s a hassle-free solution that minimises disruption and speeds up the integration process. This works well for services that want a simple, efficient setup with minimal maintenance.

2. API-Based integration

API-based integration offers more customisation and control. By directly integrating SCTE-35 markers via APIs, you can fine-tune ad targeting, content switching, and regional substitutions. This method is ideal for services with more complex requirements and a need for granular control.

3. Cloud-based solutions

Cloud-based solutions are flexible and scalable, offering easy integration of SCTE-35 markers without the need for on-premises infrastructure. This approach is great for services that need to scale quickly and adapt to changing content delivery requirements.

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#5. What is the impact of SCTE-35 Marker Inserters beyond ad insertion?

As mentioned earlier, SCTE-35 is widely recognised for its role in simplifying ad insertion, but the use of SCTE-35 Marker Inserters goes beyond just that. These tools offer a variety of capabilities that enhance content management and the overall viewer experience.

Regional Content Substitution is one of the primary uses of SCTE-35 Marker Inserters. By inserting markers into streams, broadcasters can tailor content based on geographic location. This ensures that programming aligns with local preferences or adheres to specific regulatory requirements, offering more relevant and personalised content to viewers in different regions.

Another key function of SCTE-35 Marker Inserters is blackout management. Through SCTE-35 markers, broadcasters can seamlessly signal when content should be restricted in certain areas to comply with licensing agreements. This helps OTT platforms and broadcasters block content in designated regions without disrupting the user experience.

In the context of live event coverage, SCTE-35 Marker Inserters offer the flexibility for dynamic content switching. During live events like sports or breaking news, SCTE-35 markers can trigger real-time changes, such as switching camera angles, adding live commentary, or displaying localised graphics like scoreboards. This ensures that the content remains fresh, relevant, and engaging for viewers.

Overall, SCTE-35 Marker Inserters are vital tools for broadcasters and streaming platforms. They provide greater control over ad management, content personalisation, and compliance, all while offering flexibility for regional customisations and live event adjustments.

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