StarHub Launches First-of-Its Kind 'Dynamic Ad Pods', Real-Time Ad Replacement on Live TV
Singapore's first solution that replaces ads in live broadcast TV channels with personalised messages, targeted screen by screen SINGAPORE, Sept. 15, 2025 /PRNewswire/ -- StarHub is reshaping TV advertising with the launch of Dynamic Ad Pods, Singapore's first solution that replaces ads in real time inside live broadcast TV channels. Unlike most connected TV ads that only run before or during on-demand shows, this innovation extends precision targeting into live programmes — unlocking new opportunities for advertisers while creating a more relevant and less repetitive experience for viewers. Developed in collaboration with Hoppr, StarHub's technology partner for Connected TV (CTV), Dynamic Ad Pods set a new benchmark for TV advertising in Singapore. It gives brands smarter, more relevant ways to connect with households, while making TV viewing smoother and less disruptive. Drawing on insights from over 175 million hours of viewing data, StarHub's advanced CTV Server-Side Ad Insertion (SSAI) technology makes it possible for two households watching the same live broadcast to see different ads at the same time, each tailored to their interests. This creates high-value opportunities across live sports, news, and primetime drama, supported by measurable performance and reduced media waste. Dynamic Break Matching ensures ads are seamlessly placed within programmes, minimising interruptions and keeping the viewing experience natural. Dynamic Ad Pods also offer flexibility across a range of formats, including skippable pre-rolls before shows and stitched mid-rolls during both live broadcasts and on-demand content. All ads are delivered in a full-screen, sound-on, high-attention environment that maximises engagement without detracting from entertainment. This approach allows brands to engage viewers across the user journey, while controlling campaign reach and frequency effectively. Unlike traditional TV advertising, which offers limited targeting and little control, Dynamic Ad Pods bring personalised ad replacements into linear broadcast feeds, customised down to each screen. With built-in brand safety controls and frequency capping, campaigns can be delivered with confidence, ensuring messages land effectively while reducing repetitive ads. Beyond the TV screen, StarHub's CTV solution extends campaigns across digital channels including display and WhatsApp, enabling brands to continue the conversation with audiences, retarget viewers, and drive conversions through clear Call-To-Actions. This creates a connected customer journey, from awareness to action. By combining the broad reach and storytelling power of live TV with the precision and accountability of digital media, StarHub is giving businesses a powerful new way to achieve stronger outcomes while making TV time more enjoyable at home. For more information, please visit www.starhub.com/business/advertising/advertising-platforms.html
Unlike conventional connected TV (CTV) ads that primarily appear before or during on-demand content, Dynamic Ad Pods extend precision targeting into live programming. This innovation unlocks unprecedented opportunities for advertisers and promises a more relevant and less repetitive viewing experience for audiences.
Developed in collaboration with Hoppr, StarHub's technology partner for Connected TV, Dynamic Ad Pods represent a new era for TV advertising in Singapore. This system provides brands with smarter, more relevant methods to connect with viewers, making TV viewing smoother and less intrusive.
Leveraging insights from over 175 million hours of viewing data, StarHub’s advanced CTV Server-Side Ad Insertion (SSAI) technology enables two households watching the same live broadcast to view different ads simultaneously, each catered to their specific preferences. This capability generates high-value opportunities across various live content, including sports, news, and primetime dramas, with measurable performance and reduced media waste.
Dynamic Break Matching ensures seamless ad placement within programmes, minimizing interruptions and maintaining a natural viewing experience. The system offers flexibility across various formats, including skippable pre-roll ads before shows and stitched mid-roll ads during both live broadcasts and on-demand content. All ads are delivered in a full-screen, sound-on environment, maximizing engagement without disrupting the entertainment.
This approach allows brands to engage viewers throughout their customer journey, while effectively controlling campaign reach and frequency. Unlike traditional TV advertising, which offers limited targeting and control, Dynamic Ad Pods bring personalized ad replacements into linear broadcast feeds, customized down to each screen. Built-in brand safety controls and frequency capping ensure campaigns are delivered effectively, reducing repetitive ads.
Beyond the TV screen, StarHub's CTV solution extends campaigns across digital channels, including display ads and WhatsApp, enabling brands to continue conversations with audiences, retarget viewers, and drive conversions through clear Call-To-Actions. This creates a connected customer journey, from initial awareness to final action. By merging the broad reach and storytelling power of live TV with the precision and accountability of digital media, StarHub is providing businesses with a powerful new way to achieve stronger outcomes while making