MAM
Bitmovin adds server-guided ad insertion to boost streaming revenue
New SGAI support promises smoother, smarter and more personalised ads
VIENNA: Bitmovin has introduced support for server-guided ad insertion, or SGAI, across its playback products, marking a step forward in how streaming platforms deliver advertising.
The update leverages HLS interstitials, a standardised format for signalling ad breaks, allowing smoother coordination between playback systems and ad technologies. The aim is simple. Make ads less disruptive for viewers while giving platforms more control and flexibility.
SGAI blends the advantages of client-side and server-side ad insertion, enabling real-time ad decisioning and more personalised targeting. Because HLS interstitials are widely supported across devices, the feature is expected to deliver consistent ad playback across a broad range of screens.
For streaming services, the benefits go beyond viewer experience. The technology can help lower infrastructure costs, extend DVR windows and support more dynamic ad formats such as picture-in-picture, side-by-side and squeeze-back ads, opening up new monetisation opportunities.
Bitmovin senior director of product management James Varndell said, “Ads are now a primary revenue stream for video services, and SGAI is set to take ad-supported streaming beyond current capabilities. We’re excited to support SGAI across our playback products and look forward to seeing how our customers use it.”
The company is also offering extensive configuration options, allowing video providers to fine-tune both user experience and business strategy around ad delivery.
Bitmovin will showcase the new capability at the upcoming NAB Show in Las Vegas later this month.
As streaming platforms continue to balance viewer satisfaction with revenue goals, Bitmovin’s latest move suggests the future of ads may be less about interruption and more about integration.
MAM
Atomberg turns April Fool’s into smart marketing move
Humour-filled Instagram reel cleverly promotes innovative water purifier concept.
MUMBAI: Atomberg has decided that the best way to filter out boring advertising is with a healthy dose of April Fool’s mischief. On April Fool’s Day, the technology-driven home appliances brand dropped a highly engaging Instagram reel that blends satire, product storytelling, and clever brand positioning. In a category usually known for dry, functional messaging, Atomberg took a sharp creative turn by spoofing a futuristic water purifier concept to highlight everyday consumer frustrations in a playful way.
The campaign cleverly humanises a tech-first brand through humour while subtly reinforcing Atomberg’s core philosophy of solving “invisible” consumer problems. The featured water purifier uses an adaptive purification system that analyses input water quality in real time and automatically chooses the best filtration method. This smart approach avoids unnecessary RO usage, preserves essential minerals, and extends filter life.
By turning April Fool’s Day into a strategic marketing moment, Atomberg created content designed for high recall and shareability. The spoof innovation narrative generates curiosity and virality without overt selling, helping the brand stand out in the competitive water purifier segment.
For a company known for blending technology with consumer insight, this light-hearted campaign proves that even in a utility-driven category, a little creative storytelling can go a long way. Atomberg has shown that sometimes the smartest marketing isn’t serious at all, it just knows exactly when to have a little fun while still delivering the message.
In the world of water purifiers, where most brands talk about TDS levels and microns, Atomberg has reminded everyone that a well-timed joke can be the purest form of connection.
