BigBand launches new IP-based targeted advertising application
Oct 28, 2011 (Datamonitor via COMTEX) --
BigBand Networks, Inc., which provides broadband service providers with multi-screen video solutions, has unveiled an IP-based targeted advertising application.
Operators using the application can increase advertising revenue generated from live TV that is delivered to both set-top boxes and IP-connected devices. With its patented virtual zoning technique, BigBand has created a method for digital TV service providers to deliver ads based on targeting criteria most attractive to an advertiser. Ads can be sent to traditional ad zones, to groups of devices based on demographics, or to geographic areas down to zip+4 codes, the company said.
Featuring the BigBand Media Services Platform (MSP), this network-based application allows ad delivery to be verified by the service provider's network in a manner consistent with today's measurement which is familiar to advertisers and ad agencies. The application dramatically reduces the bandwidth necessary to deliver both zoned and targeted advertising.
Virtual zoning, as a subset of targeted advertising, provides a transition with respect to business practices and technology migration. A virtual zone represents a clustering of subscribers that does not have to be tied to fixed geographic boundaries. The ad zones can contain multiple individuals or groups of subscribers. As a result, it provides a high degree of flexibility for the operator to shape these clusters or zones in a manner most appealing to advertisers.
Additionally, a virtual zone can be based on demographic characteristics such as those provided by Nielsen PRIZM demographic groupings. This allows an advertiser to match a household with demographic characteristics to the corresponding targeted ad and thereby create a relevant advertising experience to the viewer.
"Service providers are in a unique position to expand the critical role they play in delivering more personalized advertising for the benefit of consumers, advertisers, and content providers while increasing their bottom line," said John Reister, vice president and Chief Architect for IPTV at BigBand Networks.
The BigBand MSP-based advertising solutions include the preparation and transcoding of ad assets, ad splicing into linear TV streams, event reporting to insertion systems, and management using BigBand's Video Management System software. Furthermore, the solutions operate within the digital domain and seamlessly splice ads into streams encrypted for a variety of network environments. Since 2004, BigBand has worked steadily to arm digital TV service providers with flexible and dependable advertising solutions, the company added.
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