November 18, 2009

Ad Vendors Collaborate at CableLabs Interop

Several vendors in the advanced advertising community demonstrated their wares at CableLabs' Interop last week. (For more, click here).

Concurrent and FourthWall Media demonstrated a joint advanced advertising solution comprised of Concurrent’s media data management along with FourthWall Media’s ETV Platform, Ad Widgets and TV Widgets. The Concurrent/FourthWall solution provides real-time data that allows operators and advertisers to measure ad campaign success across multiple markets and enables broadband operators to deliver dynamic, targeted VOD ad insertion, telescoping to long form content, voting & polling, request for information (RFI) and click-to-call.

ARRIS concluded a series of advanced advertising use cases in conjunction with BlackArrow, FourthWall Media, OpenTV, Sigma Systems, This Technology and UniSoft. Demos included dynamic VOD ad insertion using audience qualifiers, dynamic addressable linear advertising, interactive telescoping ads and interactive TV (ITV) using the EBIF standard.

BlackArrow and FourthWall Media demonstrated how the companies’ platforms, in tandem, can use FourthWall Media’s EBIF platform and BlackArrow’s Sales and Decision Suites to create EBIF advertising applications; to manage and execute the delivery of EBIF ads to individual set-top boxes; and to generate reports that confirm execution and receipt of advertising placements for sponsors.

NDS tested and demonstrated how its NDS Dynamic enables addressable EBIF-based interactive ads to be delivered to individual set-top boxes. NDS’ Interop partners included: BlackArrow, who provided campaign management;  Sigma Systems, who provided an SCTE 130-compliant subscriber information service (SIS); Nielsen Claritas, who provided PRIZM data; and Zodiac, providing the EBIF User Agent
 

SeaChange International focused on SCTE-130 and how that works in conjunction with CableLabs' Stewardship and Fulfillment Interfaces (SaFI), a set of component specifications that will allow cable companies to provide more innovative types of advanced ads.