The move extends precision targeting beyond on-demand shows into live broadcasts, creating fresh opportunities for advertisers while promising viewers fewer repeats and more relevant messaging. It opens up high-value inventory across live sports, news and primetime drama, backed by measurable performance and reduced media waste. A feature known as Dynamic Break Matching ensures ads are slotted seamlessly within programmes, minimising interruptions and keeping viewing natural.
StarHub has launched Dynamic Ad Pods, a solution that replaces advertisements (ads) inside live broadcast TV channels on the fly.
Developed with Australian partner Hoppr, the feature relies on StarHub’s connected TV (CTV) server-side ad insertion technology, which is powered by insights from more than 175 million hours of viewing data. It allows two households watching the same programme to see different ads simultaneously, each tailored to their interests.
