RGB Networks and OpenTV Demonstrate Advanced Advertising Capabilities at CableLabs® Advertising Interop
December 02 2009 - 8:00AM
Business Wire
RGB Networks, the leader in network video processing, and OpenTV
(Nasdaq:OPTV), a leading software and technology provider of
advanced digital television solutions, collaborated with other
partners to demonstrate several advanced advertising capabilities
for cable television operators at the Advanced Advertising 1.0
Platform Interoperability event recently held by CableLabs®, the
cable television industry’s research and development
consortium.
Enabling the demonstrations were RGB’s Broadcast Network
Processor (BNP) and OpenTV’s campaign management solution, which
integrated seamlessly to show how operators can generate new ad
revenues through localized, audience-focused, overlay-based
advertisements that can be inserted into either linear programming
or video-on-demand (VOD) content. The demonstrations were based on
several existing and developing standards, including the new
Enhanced TV Binary Interchange Format (EBIF), which enhances ads by
enabling viewers to interact with them, such as requesting
additional information or participating in voting or polling. The
companies showed two types of EBIF demonstrations:
- “Pre-bound” in which EBIF data
was embedded into traditional video ads which were then inserted
into programming by the BNP during local ad availability spots
- “Late-binding” in which EBIF
data was dynamically inserted by the BNP into network programs,
network ads and during local ad insertion events, allowing for
addressability
Also demonstrated was network-based, late-binding overlay
insertion utilizing the BNP’s SCTE 130 Ad Management Service (ADM)
and the OpenTV Ad Decision Service (ADS), which allows for broader
coverage of graphic overlays to set-top boxes and any other
downstream MPEG subscriber device.
“Advertising has long been an excellent revenue source for
operators, and working with OpenTV and our other partners we’re
showing operators how they can leverage advanced advertising
capabilities to expand this revenue opportunity,” said Jeff Tyre,
Director, Product Marketing for RGB Networks. “Combining seamless
ad splicing, multiple EBIF transport options, digital overlay
insertion and exceptional stream processing density, our Broadcast
Network Processor gives cable operators unprecedented abilities to
deliver more advanced ads that are increasingly localized and
personalized to the viewer, which translates into greater ad
revenues for operators.”
“This was a great opportunity for us to demonstrate how the new
standards have matured over the past year making these
comprehensive systems possible,” said Bruce Dilger, Vice President
of R&D for OpenTV’s Advanced Advertising Division. “We’re very
pleased to work with RGB to show how our tools can help operators
visualize and simplify the otherwise complex task of coordinating
audience-addressed copy variations and new media types like graphic
overlays and interactive content that create a rich viewer
experience.”
Local advertising is a significant business for U.S operators,
earning them more than $4.3 billion in 2008. However, with EBIF and
other advanced advertising capabilities, operators have the
potential to greatly expand their current advertising models and
generate substantially more revenue. RGB’s BNP has been developed
specifically for this task, enabling operators to easily localize
ads in real time by overlaying text, graphics and even video
directly onto ads to provide locally relevant or time-sensitive
information. Working as an integrated solution with the BNP,
OpenTV’s campaign management solution greatly simplifies the
coordination of addressable copy and media variations and provides
the real-time ad decision rules based on selected ad type against
the appropriate audience addressing criteria.
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
138 million devices around the world and enables advanced program
guides, video-on-demand, personal video recording, interactive and
addressable advertising and a variety of enhanced television
applications. OpenTV’s campaign management solutions currently
provide advertising services to more than 34 million cable
subscribers across the United States representing more than 55
percent of the subscriber base of the top ten MSOs. For more
information, please visit www.opentv.com.
About RGB Networks
RGB Networks is revolutionizing video, delivering leading-edge
video processing solutions that address the complexities of the
changing video delivery model. With advanced solutions for
bandwidth optimization, content repurposing and addressable
advertising, RGB’s products enable operators to deliver the next
generation of highly personalized video services, which are
relevant to individual subscribers and delivered anytime to any
device. The company’s products are based on its unique Video
Intelligence Architecture™ (VIA), enabling them to process an
unprecedented number of video streams with the highest video
quality. RGB’s scalable solutions dramatically reduce the cost to
deliver both broadcast and unicast services, and help operators
maximize their existing network infrastructure. More than 7,000 RGB
products are deployed in the field by over 170 service providers in
25 countries worldwide. Learn more at www.rgbnetworks.com.
Note: all trademarks are property of their respective
owners.
CableLabs is a trademark of Cable Television Laboratories,
Inc.
Conducting a demonstration at a CableLabs event is not
indicative of CableLabs endorsement of that product or service.
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