RGB Networks and OpenTV today announced that they’ve teamed up on an advanced advertising demonstration.
The joint demonstration was designed to show cable operators how they can use the vendors’ advanced, standards-based advertising capabilities to generate new revenue streams from video-on-demand and linear programming.
The combined platform uses RGB’s broadcast network processor (BNP) and OpenTV’s campaign management offering to help operators overlay video, graphics or text into ads, or directly within programs.
Based on the SCTE 35 and SCTE 130 standards, RGB’s overlay capability combined with OpenTV’s real-time insertion and campaign management abilities was designed to give cable operators several advanced advertising options.
The first is to localize national ads by adding locally relevant information. Operators can also use overlays as ads themselves, which can be added to live or on-demand programming. Because these ads appear within actual programs, they can’t be skipped and do not interrupt program viewing. Additionally, overlays can be used as “triggers” for interactive or telescoping ads.
“The advertising opportunity for cable operators is already substantial, and with the new generation of advanced advertising capabilities that we’re offering with OpenTV, cable operators will have the tools they need to dramatically grow their advertising revenues,” said Jeff Tyre, director of product marketing for RGB Networks.