Skip to main content

Targeted Ads Evolve from Narrow- to Uni-cast

Communication Technology reports that addressable advertising is all about getting the right message to the right viewer at the right time. On that note, CableLabs hosted an event that focused on DPI certification and ad splicing within the addressable advertising arena, as well as enhanced TV.

BigBand Networks, OpenTV and Invidi were among the vendors who took part in a live addressable advertising demonstration at CableLabs. The demo used BigBand's Broadband Multimedia-Service Router (BMR), along with OpenTV's SpotOn and Invidi's Advatar solutions in the set-top boxes.

SpotOn and Advatar monitor viewership history and can collect third-party data such as zip codes, demographics or income data from third party companies. With narrowcast addressable advertising, an ad decision manager system will be able to tell cable operators and advertisers what ads were sent and how many times.

BigBand's Paul Delzio said that a deployed BMR needs a software upgrade and a new card, for additional processing power, for narrowcast addressable advertising. After a set-top box tells it which ads to use out of an inventory of ads on an ad server, the BMR inserts the selected ads into MPEG-2 video streams for delivery to the appropriately segmented viewer.

"The BMR is doing the ad insertion into the program, and that ad is the one that is aimed specifically at the set-top box and the profile that matches their interests," Delzio said. "So you're getting an ad that you're interested in while your neighbor down the street is getting a different ad even though you're watching the exact same program.

"There's only a small amount of software that gets downloaded into the set-top box, so the targeted advertising demonstration shows that even a small, independent cable operator might consider adding these functions over the next few years," said In-Stat analyst Gerry Kaufhold.

Delzio said an unnamed major operator is in an addressable advertising market trial with BigBand's BMR, and he expects the trial to broaden. Delzio predicted more trials next year with full-scale deployments around mid-year.

The narrowcast deployments are the precursors of unicast solutions in switched digital video environments by operators, which will provide a one-to-one relationship between viewers, cable MSOs and advertisers.

Popular posts from this blog

Open Banking Usage to Grow by 470 Percent

The Open Banking business model has been advantageous for Third-Party Providers (TPPs), helping them to extend their offerings into other areas of financial services with new capabilities. Open Banking is also advantageous for traditional banking institutions, despite the perceived loss of custodianship over their data, by providing greater accessibility to more bank services. Furthermore, Open Banking can help serve Mobile Internet providers that are able to leverage it to create tailored services according to customers’ preferences and/or economic limitations. Open Banking Market Development Since traditional banking services are made more convenient by TPPs via greater data access, customers can proactively manage their finances and shape the development of new financial offerings. This is particularly noticeable in the realm of Digital Payments, where retail merchants and customers transact through eCommerce, which has the greatest number of use cases for Open Banking. These includ

Why Instant Issuance Payment Cards Evolved

The global financial services sector continues to grow as more progressive organizations seek to gain a meaningful competitive advantage from their digital transformation initiatives. Across the globe, many regions are seeing a significant rise in 'instant issuance' activity from a physical and digital perspective, from both traditional and emerging innovative banking institutions. Digital Payments Market Development Customers increasingly demand instant access to banking services, with physical instant issuance enabling them to leave their branch equipped with a ready-to-go payment card. According to the latest worldwide market study by ABI Research, the market for instantly issued physical payment cards will increase from 243.2 million shipments in 2022 to a forecast of 471.1 million in 2027. "Critically, instant issuance of payment cards is no longer limited to the physical," said Sam Gazeley, industry analyst at ABI Research . Indeed, the growing digitization of p

Global Digital Business and IT Consulting Outlook

Across the globe, CEOs and their leadership teams continue to seek information and guidance about planned Digital Transformation initiatives and the most effective enterprise organization change management practices. Worldwide IT and Business Services revenue will grow from $1.13 trillion in 2022 to $1.2 trillion in 2023 -- that's a 5.7 percent year-over-year growth, according to the latest market study by International Data Corporation (IDC). The mid-term to long-term outlook for the market has also increased -- the five-year CAGR is forecast at 5.2 percent, compared to the previous 4.9 percent. Digital Sevices & Consulting Market Development IDC has raised the growth projection despite a weak economic outlook, because of vendor performances across 2022, growth indicators from adjacent markets, increased government funding, and inflation impacts. The actual 2022 market growth was 6.7 percent (in constant currency), which was 87 basis points higher than forecast last year, alth