StarHub’s Dynamic Ad Pods reshapes personalised ads in live TV broadcast

September 18, 2025

1 minute read

Describing the move as one that reshapes TV advertising, Singapore telco StarHub has launched Dynamic Ad Pods, which 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, which unlocks 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 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 strategically 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.