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.
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.
Dynamic Ad Pods also integrate frequency capping and brand-safety controls, addressing common frustrations with traditional TV ads. Formats range from skippable pre-rolls to mid-rolls stitched into both live and on-demand content, all delivered in a full-screen, sound-on environment designed to maximise attention.
StarHub's CTV solution extends campaigns across digital channels, including display and WhatsApp. This enables brands to continue the conversation with audiences, retarget viewers, and drive conversions through clear call-to-actions.
According to StarHub, the system combines the reach of live TV with the precision of digital media to help businesses deliver stronger results while making viewing less disruptive.
