ARRIS and OpenTV to Debut Next Generation Localized Advertising Technology Using SCTE-130
March 25 2009 - 10:00AM
PR Newswire (US)
Revolutionary Advanced Advertising Technology Allows Dynamic Ad
Decisions and Localized Substitutions of National Ads SUWANEE, Ga.
and SAN FRANCISCO, March 25 /PRNewswire-FirstCall/ -- ARRIS
(NASDAQ:ARRS), a global video, data, voice and next-generation
advertising technology supplier and OpenTV Corp. (NASDAQ:OPTV), a
leading software and technology provider of advanced digital
television and advertising solutions, announced that they will
present a joint demonstration of their next generation linear
television ad platform at the upcoming NCTA Cable Show, April 1-3
in Washington, D.C. The collaboration is designed to make TV
advertising more relevant, accountable and dynamic and
revolutionizes traditional ad insertion technologies. The
demonstration will take place at both the OpenTV stand, located in
the CableNET(R) pavilion in Hall C, booth #136 and at the ARRIS
Booth #1121 on the Cable Show floor. 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 Paul Woidke, OpenTV's Senior Vice
President and General Manager , Advanced Advertising. "Current
systems do not allow for live program shifts and identify only the
local breaks made available to cable operators in their markets.
Through this next generation platform, and by applying the SCTE-130
standard, ARRIS and OpenTV have established a highly dynamic,
real-time interface that will bring greater flexibility to the ad
decision process and increase the geographic relevance of national
ads." 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 Joe Matarese, Vice
President and General Manager of the ARRIS On Demand Systems
Division. "The ability to manage national ads spots dynamically and
target them to specific demographics is growing in importance as
operators offer advertisers the capability to increase precision,
performance and accountability across a wide array of broadcast and
time-shifted programming. It is a great time to be in the advanced
advertising space and we are pleased to jointly debut this
technology with OpenTV at the Cable Show." 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
the United States or more than 49 percent of total US Cable
households. For more information, please visit
http://www.opentv.com/. 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 Suwanee, Georgia, USA, ARRIS
has R&D centers in Atlanta; Chicago; State College, PA;
Beaverton, OR; Wallingford, CT; Cork, Ireland; and Shenzhen, China,
and operates support and sales offices throughout the world.
Information about ARRIS products and services can be found at
http://www.arrisi.com/. CableNET is a trademark of Cable Television
Laboratories, Inc. DATASOURCE: ARRIS CONTACT: Christine Oury,
OpenTV, +1-415-962-5433, , Alex Swan, ARRIS Media Relations,
+1-678-473-8327, Web Site: http://www.arrisi.com/
Copyright
ARRIS International plc (NASDAQ:ARRS)
Historical Stock Chart
From Jun 2024 to Jul 2024
ARRIS International plc (NASDAQ:ARRS)
Historical Stock Chart
From Jul 2023 to Jul 2024