Voo algorithm generates banner ads from gamers' broadband tantrums in real-time

Belgian telecom firm Voo has tapped into gaming rage to unveil a new ad format that transforms gamer obscenities on livestreams across Twitch and YouTube into in-stream ads in real-time.

Prominent gamers, partners of the brand, downloaded a plugin that could identify 'internet rage' such as lag, or broadband hangups. A software can transcribe in-stream audio and generate it as a banner ad in-stream with a call-to-action to sign up to Voo's broadband services.

The innovation from Happiness, an FCB alliance, lands on the 25th anniversary of the banner ad.

It created an OBS plug-in which integrates with most game streams. The code, which is voluntarily installed by partners, uses Microsoft Cognitive Services to transcribe speech in real-time. It was created to identify select keywords pertaining to poor quality internet connections.

Twenty players with an average of more than 100,000 subscribers each downloaded the plug-in.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.