Hearst TV Taps Yospace For Mobile Content Delivery

Hearst-owned U.S. stations now are delivering short-form content, including news stories, to all mobile devices using a cloud service from Yospace.

According to Yospace, its technology links into the broadcaster’s advertising response server to help ensure pre-roll advertising is targeted to the user, thus “strengthening the?revenue-earning opportunities.” The system has been live in 25 Hearst markets since January.??

Here’s how it works: News stories and other clips are uploaded to the cloud-based Yospace service along with local and national advertising. The content then is presented, via apps, across Hearst Television’s key smartphone platforms and via their corresponding mobile Internet sites. Once a request for content is received, the Yospace service detects the device, sets the? video format and wrapper accordingly, splices in the tailored pre-roll commercial as defined by the broadcaster’s advertising system and streams it out. “All this preparation is handled virtually instantaneously so the consumer notices no latency in delivery,” Yospace says.??

"We wanted a system that would allow us to throw any sort of video clip and get mobile-optimized delivery for all platforms: iPhone, iPad, Android and mobile Internet," explains Michael Rosellini, director/Digital Product Development at Hearst Television. "We wanted something that was self-service and, with Yospace’s Web portal, we can manage the whole service ourselves.”

He adds, "The ability to manage pre-roll advertising was important, too. We can either handle pre-rolls through the Yospace content management system or through Google DFP, giving us two options. The service from Yospace means we can easily get much more video available to our mobile users, with more advanced targeting of pre-roll?advertising and easier workflow, which should result in monetization growing, too."?