StarHub launches Singapore's first real-time ad replacement for live TV

StarHub has unveiled Singapore’s first solution that replaces ads in real time on live broadcast TV. Dubbed Dynamic Ad Pods, the innovation allows brands to deliver tailored ads to households while viewers watch the same programme.

Developed with CTV partner Hoppr, Dynamic Ad Pods extend precision targeting beyond on-demand shows. Unlike traditional connected TV ads that appear only before or during on-demand content, StarHub’s solution works across live sports, news, and primetime drama.

The technology leverages insights from over 175 million hours of viewing data. Its server-side ad insertion (SSAI) engine enables two households watching the same broadcast to see different ads, each matched to their interests. Dynamic Break Matching ensures ads are seamlessly placed within programmes, reducing disruption and repetitive exposure.

Don't miss: StarHub takes full ownership of MyRepublic Broadband in Singapore

Dynamic Ad Pods support multiple formats, including skippable pre-rolls and stitched mid-rolls. Ads play in full-screen, sound-on mode, designed to maximise engagement without interrupting the viewing experience. Built-in brand safety controls and frequency capping give advertisers confidence that messages reach the right audience without overexposure.

StarHub also extends campaigns beyond TV. Brands can retarget viewers across display and WhatsApp, creating a connected journey from awareness to action.

By combining the reach of live TV with digital precision, StarHub aims to offer advertisers smarter, more measurable ways to connect with audiences while enhancing the at-home viewing experience.

This move comes as CTV continues to gain traction across the Asia-Pacific (APAC) region, driven by evolving consumer viewing habits and shifting advertiser strategies. According to OMG’s 2024 APAC Trends Report, 57% of APAC marketers are now reallocating at least 40% of their ad budgets to CTV platforms, signalling a strategic pivot toward targeted, data-driven advertising opportunities.

The momentum is further underscored by developments from major industry players. Earlier this year, Netflix raised subscription fees for both its ad-supported and premium ad-free tiers, reflecting growing demand for high-quality, seamless viewing experiences. More viewers are opting either for ad-free content or flexible pricing models that include limited advertising.

CTV innovation is not limited to streaming platforms. LinkedIn is expanding its CTV ad offerings, with improved targeting, premium reach, and stronger analytics. The company said earlier this year that its CTV inventory is over four times more effective than linear TV for reaching B2B audiences, citing iSpot data. New ad formats, including First Impression and Reserved Ads, will roll out globally later this year, giving brands more control over placement, timing, and engagement.

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