Revolutionary Advanced Advertising Technology Allows Dynamic Ad Decisions
and Localized Substitutions of National Ads
This will be the first time that the SCTE-130 standard, which provides a common framework for the development of advanced advertising services, is applied to linear advertising. Coupling OpenTV's new real-time Ad Decision Service (ADS), OpenTV's EclipsePlus(TM) campaign management solution, and ARRIS' linear Ad Management System (ConvergeMedia SkyVision ADM 1.0), the presentation will demonstrate the ability to identify national ad breaks, do real-time localized ad substitutions based on geographic market data, as well as accommodate last minute schedule shifts, as might be required during live events.
"Advanced digital ad insertion systems like ARRIS replaced 3/4-inch tape machines and analog switching more than a decade ago, but the techniques for conveying schedules from traffic systems to those advertising video servers have not changed in more than 20 years," said
This new advanced advertising method will allow Multiple System Operators (MSOs) to deliver enhancements, copy variations and, ultimately, interactivity on behalf of the networks, making more efficient use of ad dollars and air time.
"We are very excited to bring standards-based addressable advertising solutions to the industry and advertising eco-system," said
About OpenTV
OpenTV is one of the world's leading providers of advanced digital television solutions dedicated to creating and delivering compelling viewing experiences to consumers of digital content worldwide. The company's software has been integrated in more than 121 million devices around the world and enables enhanced program guides, video-on-demand, personal video recording, enhanced television, interactive and addressable advertising and a variety of enhanced television applications. OpenTV's campaign management solutions currently manage cable advertising spot buys in 15 of the top 25 television markets, reaching nearly 30 million households across
About ARRIS
ARRIS is a global communications technology company specializing in the design, engineering and supply of technology supporting triple- and quad-play broadband services for residential and business customers around the world. The company supplies broadband operators with the tools and platforms they need to deliver reliable telephony, demand driven video, next-generation advertising and high-speed data services. ARRIS products expand and help grow network capacity with access and outside plant construction equipment, reliably deliver voice, video and data services and assure optimal service delivery for end customers. Headquartered in
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SOURCE ARRIS