Optimizing SGAI and AVOD with HLS Interstitials in 2025: A Case Study from iReplay.TV

As the media landscape evolves, integrating advertisements within streaming content has become increasingly sophisticated. At iReplay.TV, we specialize in cutting-edge streaming solutions, including our involvement in the first deployment of Server-Guided Ad Insertion (SGAI) for a major European SVOD service. This blog post delves into our strategies, the technologies we leveraged, and the lessons learned from integrating HLS interstitials, SGAI, and AVOD.

Understanding HLS Interstitials and SGAI

HLS Interstitials are ad breaks inserted into HTTP Live Streaming (HLS) content, such as pre-roll, mid-roll, or post-roll ads. These enhance viewer engagement and generate revenue for streaming services, as detailed in our previous blog posts on HLS streams and HLS interstitials.
Server-Guided Ad Insertion (SGAI) is a more advanced technique where the server dynamically guides the insertion of ads into the content. This method offers precise control over ad placement and timing, ensuring a smoother viewing experience.

AVOD and Hybrid Models

Ad-supported Video on Demand (AVOD) is a model where viewers access content for free but with advertisements. Hybrid subscription models combine AVOD with subscription-based services, offering viewers the option to pay for an ad-free experience or watch for a reduced price with ads.

Deployment Strategy

When tasked with integrating SGAI for a major European SVOD service, the streaming service faced several challenges and had to make strategic decisions. The usual CDN provider recommended two solutions:

1. CSAI-Based Solution: Client-Side Ad Insertion (CSAI) involves the video player requesting and inserting ads. This method is flexible but can lead to delays and buffering issues, especially on less powerful devices.
2. Multiperiod Solution: Similar on AWS Mediatailor, this approach uses the 10-year old EXT-X-DISCONTINUITY HLS tags. While reliable and used since by iReplay.TV for personalised 24x7 TV channels, it lacks the highly dynamic capabilities and simplicity of SGAI for ads management

Our Recommended Approach

Given that Apple platforms represented a huge part of the service's revenue, we recommended leveraging the latest SGAI technology specifically for these devices. The benefits included:

• Easier Live Manifest Manipulation: SGAI simplifies updating the HLS manifest in real-time, ensuring smooth ad insertion without disrupting the viewing experience.
• Direct Advertisement Playback Control: Using Apple's native AVPlayer, we achieved precise control over ad playback, reducing errors, seamless playback and improving ad delivery performance.

Key Benefits

• Seamless Viewer Experience: By adopting SGAI, we minimized buffering and playback interruptions, ensuring a smooth and enjoyable experience for viewers.
• Enhanced Revenue Generation: The precise targeting and dynamic insertion capabilities of SGAI will maximize ad revenue opportunities.
• Scalability and Flexibility: The solution was scalable across various Apple devices, from iPhones to Apple TVs, ensuring broad compatibility and future-proofing the service.
• Mixed content: Easily mix free-to-air (ads) content and DRM-protected content

Our expertise in streaming technology and iOS development allowed us to help deploy SGAI for a major European SVOD service, demonstrating the power of advanced ad insertion techniques. At iReplay.TV, we continue to push the boundaries of streaming innovation, ensuring our clients benefit from the latest advancements in HLS interstitials, SGAI, and AVOD.

By sharing our experiences and insights, we highlight our role as pioneers in the streaming industry and reinforce our commitment to delivering top-tier solutions for our clients. You can find a public HLS Interstitials test stream here, and we would be happy to share many AVOD ones we use when testing this deployment if you ask.

About the Author

As an iOS developer with a focus on media since the very first beta of HLS, I have been at the forefront of streaming technology advancements. My work on integrating HLS interstitials and SGAI for a leading SVOD service showcases my dedication to enhancing viewer experiences and maximizing revenue opportunities for streaming platforms.

Article written by
Sylvain Corvaisier

Independent streaming and iOS engineer

Last modified: January 25th, 2025