SeaChange International Inc. used the Cable Television Advertising Bureau's annual sales conference to unwrap two new products aimed at making digital ad insertion easier for cable operators.
First, SeaChange introduced a new product available starting this summer that can offer targeted advertising with "ZIP-plus-four" precision. Combining SeaChange's ad management software, playlist automation service, ad placement service, splicing algorithms and reporting enhancements, the new product can integrate with existing video-on-demand systems. It allows MSOs to insert ads into individual on-demand streams either at the beginning or end of the streamed programs, initially.
Early versions of the ad insertion technology can zero in on viewers at the ZIP-plus-four level, but subsequent versions will narrow that to the household level.
SeaChange also pulled the covers off a raft of ad insertion processing products including the Spot 20200 and Spot 20100 high-density inserters, the QuickSilver content preparation workstation and the Digital Tone Suite cue tone processor. The new offerings are targeted for the $5 billion local cable advertising market, offering a way to take in analog, high definition and video-on-demand placements efficiently and with lower operational cost.
"Our customers' challenge is no longer simply to determine which channels to make ready for local ads, but how to work efficiently with simulcast channels, extend their reach to high definition and get set for on-demand ads," said James Kelso, SeaChange's vice president and general manager of broadband systems. "While the transition to all-digital operation is inevitable, SeaChange's advertising customers can secure new ad revenues without disrupting current business, while recovering capital investment in less than two years."