Time Warner Cable picks OpenTV’s ad management platform
OpenTV added a large feather in its cap with the news that Time Warner Cable has selected its advertising campaign management platform for deployment across all of Time Warner Cable’s regional operating centers (ROCs) in the United States.
Time Warner Cable will use OpenTV’s EclipsePlus in 97 percent of its total subscriber footprint to manage large, multichannel cable advertising campaigns more efficiently. Time Warner Cable’s ROCs serve more than 50 markets, including New York, Los Angeles, Dallas and Cleveland.
While today’s news didn’t mention Canoe Ventures specifically, OpenTV’s EclipsePlus hooked up with Arris’ ConvergeMedia Ad Decision Manager (ADM) at The Cable Show ’09 to demonstrate how the two will enable an operator to identify national ad breaks to do real-time localized ad substitutions based on geographic market data – a critical underpinning for Canoe Ventures’ industry-wide advertising initiatives.
The Arris ConvergeMedia ADM can manage large quantities of national ad spots dynamically and target them to specific demographics, creating an environment that increases precision and accountability.
Today’s news could be an indication that Time Warner Cable, which is the nation’s second-largest cable operator, is getting its ducks in a row for a Canoe Ventures rollout.
“Our initial deployments of EclipsePlus have been very successful,” said Joan Gillman, executive vice president of Time Warner Cable and president of Time Warner Cable media sales, who spoke about Canoe Ventures during a panel session at The Cable Show. “The product’s scalability and adaptability to large advertising operations is a key advantage for us, and we look forward to continued success through our partnership with OpenTV.”
Based on the SCTE 130 standard for advanced advertising, EclipsePlus became commercially available last year. It was designed to handle thousands of local and interconnect networks, schedule complicated channel environments and run multiple DMAs within a single database, thereby reducing manual workload and time spent running verification and billing reports on spot buys.
“Time Warner Cable runs some of the largest regional operating centers in the country and has shown great leadership and innovation in that domain,” said OpenTV CEO Ben Bennett. “We are honored to serve their campaign management needs through a deal that demonstrates the value that EclipsePlus brings to cable operators nationwide. It is another major milestone, of which we are very proud, and we look forward to a strong and longstanding relationship with Time Warner Cable and in helping them achieve and surpass their campaign management goals.”
Last year, Comcast Spotlight, the advertising sales division of Comcast Cable, deployed EclipsePlusin its Baltimore, Philadelphia and Seattle markets.
Canoe Ventures is working on launching its addressable advertising product, which is called community addressable advertising, by the end of this month.
OpenTV also announced today that its personal video recording (PVR) streaming file system was found to be one of the best PVR file systems available by Seagate Technology.
Testing was conducted by the Seagate Technology System Integration Engineering Lab using a DVR featuring a Seagate Pipeline high-definition hard disk, which captured the behavior of the file system during a 120-minute, simultaneous dual-record and playback session of high-definition video content.
OpenTV said the test results showed that OpenTV’s SFS delivered excellent performance at the set-top box level and could also prolong the life of the hard drive in the field, potentially reducing the number of PVR and hard disk returns.