Hoppr, StarHub debut AI-powered mid-roll ads on live TV in SG

Singapore – Hoppr has introduced an AI-driven server-side ad insertion (SSAI) mid-roll capability across StarHub’s live television channels, a move the companies say will make premium TV advertising more precise and measurable.

The partnership gives brands and agencies access to dynamically optimised ad pods designed to fill every break with relevant ads, aiming to improve campaign efficiency and use of inventory while guaranteeing reach and frequency.

Hoppr’s system combines traditional TV reach with digital-style control, enabling advertisers to set budgets, manage ad frequency and target specific audiences in real time. Its Darwin audience-intelligence platform tracks and measures every impression and provides live feedback so advertisers can refine targeting during a campaign.

“Mid-roll is just one part of the advertising potential unlocked by Darwin,” said George Gelavis, executive chair at Hoppr. “We’ve created the ability for brands to tap into the reach and resonance of TV, but with the same precision and control they expect from digital. This is TV on advertisers’ terms: transparent, measurable and built to deliver real impact.”

StarHub is the first operator globally to integrate Hoppr’s technology. Early campaigns with sectors such as airlines, technology, and sports have reported achieving guaranteed frequency with defined audiences, enhanced brand safety and greater accountability than traditional linear buying.

“With Hoppr as our technology partner, we’re setting a benchmark for what’s possible in the future of TV advertising,” commented Yann Courqueux, VP of home products at StarHub. “This creates new opportunities for advertisers to connect with audiences in smarter and more engaging ways – and all while improving the viewing experience.”

The system works with StarHub’s Broadpeak SSAI infrastructure to insert ads into live broadcasts, while Hoppr’s Darwin platform enriches ad requests with audience data and verifies impressions in real time. The companies describe the collaboration as benefiting advertisers, agencies, broadcasters and viewers by offering more precise targeting and more relevant ad experiences.