A recent ad campaign run by Comcast Media 360 demonstrates that ads on TV and ads delivered via broadband-connected platforms affect significantly different consumer groups. The implication is that multi-screen delivery, which service providers are still struggling to monetize, can be highly valuable in ad campaigns by reaching different consumer constituencies.
Ensequence said it is launching a new national platform for interactive TV advertising that will debut in the first quarter of 2014. With the new platform, the company is moving to a service model for the first time, attempting to connect advertisers with its customers, which include cable operators, satellite providers, telco distributors and Smart TV manufacturers.
BlackArrow has assembled a roster of industry experts for its new advisory board. The board’s goals include helping the TV and advertising industries gain a better understanding of the benefits, challenges and opportunities of new advertising technologies.
Now that TV can go over any screen and can be watched at any time, the problem of controlling reach and frequency is exponentially more complex. To reach people who are watching TV time-shifted or on devices, advertisers need not only to buy traditional linear TV, but also to buy campaigns on all the other new TV platforms as well — a cost prohibitive proposition.
NCC Media, the cable industry's national sales representative firm, has struck up a partnership with Dish Network to further the placement of ads in local markets. The agreement combines ad impressions in over three million Dish subscriber homes with those of NCC owners Comcast, Cox and Time Warner Cable in 25 of the largest markets across the nation.
Optimus, a Republican data management organization, has signed an agreement with FourthWall Media to access the latter’s cable set-top box viewing data. FourthWall said its viewership data could aid political analysts firms, such as Optimus, in identifying voter segments and targeting messages to the correct homes for maximum efficiency and effectiveness.
Ensequence has hired former Cablevision Media Sales executive David Kline as its chief operating officer. The company said it hired Kline to lead the development of new and interactive advertising products and services working with distributors, programmers and advertisers.
From the Independent Show: Viamedia has developed a service that enables MVPDs that have as few as 1,500 television households to deliver local advertising. The company provides small to medium-sized operators with sales, traffic, cross channel marketing, encoding, billing and other services associated with selling local advertising.
Delivery Agent hopes to boost T-commerce activity by forging a relationship with one of the masters of Internet-based commerce, PayPal. The idea is to induce PayPal merchants to take advantage of Delivery Agent’s existing relationships with service providers and consumer electronics companies to offer coupons, requests for information (RFIs) and the ability to make direct purchases.
Advanced advertising vendor This Technology has hired Denise MacDonell as its vice president of product management. In her new job, MacDonell will lead will lead a product management organization focused on defining product strategy, developing product roadmaps, and implementing repeatable product processes for This Technology’s dynamic ad insertion (DAI) and alternate content delivery product lines.
Targeted TV ad developer Visible World and interactive TV vendor FourthWall Media announced this morning that they have joined forces to create an addressable advertising platform for one-to-one set-top box targeting. FourthWall is extending the capabilities of its EBIF platform to support Visible World's addressable advertising offerings.
BlackArrow announced the availability of a new product, BlackArrow Linear, that will help cable operators extend live and linear TV programming into IP devices. In tandem with the new product release, BlackArrow also announced partnerships with encoding, transcoding and packaging vendors to create an ecosystem for splicing ads into the live streams.
Canoe has licensed BlackArrow Affiliate, the toolset from BlackArrow that enables programmers to manage ad avails in video on demand (VOD) services. MSOs can use BlackArrow Affiliate to schedule ad campaigns by criteria including day of week, time of day, and by program or series.
Comcast’s Robert Pick, senior vice president of corporate development, joined ValueVision Media’s board of directors. ValueVision, which Comcast owns a stake in, is a multi-channel retailer that operates under the ShopNBC name.
Taking TV advertising metrics to yet another new level, TiVo’s research subsidiary has signed up 48K TiVo users who have agreed to provide far more information about their individual viewing and buying habits. The service can give advertisers an even more detailed view correlating ad spending and buying behavior.
The SCTE has published a new standard that covers the ability of programmers and operators to control fast forwarding on-demand content. “Stream Restriction Data Model” documents how the industry can to selectively enable or disable Fast Forwarding in on-demand content and advertising.
U.S. Internet advertising revenue grew 15 percent to a record $36.6 billion in 2012, with mobile ad revenue growing faster than other types, according to a new report Tuesday. The report from the Interactive Advertising Bureau and PricewaterhouseCoopers said that mobile ad revenue more than doubled from the previous year to $3.4 billion.
SeaChange International Inc. shares sank in after-hours trading Tuesday after the video software company issued a disappointing forecast. The Acton, Mass.-based company posted net income of $7 million, or 21 cents per share, for its fiscal fourth quarter that ended Jan. 31. That compares with a loss of $4.8 million, or 15 cents per share, for the same quarter of the prior year.
Microsoft is skewering Google again with scathing ads that say as much about the dramatic shift in the technology industry's competitive landscape as they do about the animosity between the two rivals. The missive that began Tuesday marks the third phase in a 5-month-old marketing campaign that Microsoft Corp. derisively calls "Scroogled."
Clearleap and BlackArrow have integrated their respective platforms in order to streamline the monetization of on-demand and multi-screen video advertisements. Through the Clearleap-BlackArrow offering, programmers and pay-TV service providers can increase the amount of ad inventory by reducing the complexities of mid-roll advertising.
A TV antenna maker wanted to use the competition's own medium — cable TV — for its anti-cable message. Now, officials at Antennas Direct say Charter Communications' refusal to air the ads is evidence of the cable industry's growing concern over antennas.
Suddenlink Communications has promoted Tim Archer to vice president of service delivery for the company’s commercial and advertising operations (CAO) organization, which is headquartered in Dallas. Prior to his promotion, Archer was senior director of operations for Suddenlink systems in Amarillo, Texas, Clovis, N.M., and some California systems.
Innovid, a startup that specializes in equipment used to create and distribute interactive advertising, has just nailed down another $11 million in venture funding. The company develops tools to create, deliver and measure video campaigns, in any format, on any screen, publisher or ad network. The suite of products includes the Innovid's own Ad Server.
Time Warner Cable has struck a multi-year sponsorship deal with the University of Kentucky’s athletic program centered around the men’s basketball and football teams. With the agreement, Time Warner Cable serves as the official sponsor of University of Kentucky athletics across its core video, high speed data, Wi-Fi and home phone products and services.
Charter Communications said its residential customer relationships increased by 20,000 during the fourth quarter of 2012, compared to the year-ago period, which CEO Tom Rutledge said was the best Q4 performance at the company in 10 years.