Arris and OpenTV said today that they will unveil a joint localized advertising demonstration at next week’s Cable Show in Washington, D.C.
The two companies said the demonstration will be the first time that the SCTE-130 standard, which provides a common framework for the development of advanced advertising services, will be applied to linear advertising.
The combined platform couples OpenTV's new real-time Ad Decision Service (ADS) and EclipsePlus campaign management solution with Arris’ linear Ad Management System (ConvergeMedia SkyVision ADM 1.0).
The presentation will demonstrate the ability to identify national ad breaks and 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 of 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,” Woidke continued. “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."
The new advertising platform was designed to allow cable operators to deliver enhancements, copy variations and, ultimately, interactivity on behalf of the networks, making more efficient use of ad dollars and air time.