At a CableLabs interop last month, advanced advertising vendor BlackArrow demonstrated technology that was designed to bridge the gap between traditional linear TV ad sales and ad executions delivered over IP platforms across multiple devices. BlackArrow previewed a new set of services and interfaces.
Telemundo Media and Comcast Spotlight announced a new advertising platform, called Telemundo+, that lets marketers geo-target Hispanic households across multiple screens with English, Spanish or bilingual messages. The two are exploring means to measure the impact of the media strategy.
In the traditional cable world of analog and MPEG-2, ad insertion reaped $4 billion in revenue in 2011, but the next opportunity for cable operators and programmers is inserting ads in a multi-screen environment. On the Internet side, the Interactive Advertising Bureau reported record-breaking Internet ad revenues of $31 billion in 2011.
With IP-based video technology maturing, there is a growing number of smaller companies able to provide subscribers in their typically exurban-to-rural areas with services and features that include larger packages of top-ranked channels (with more of those channels in HD), multi-room DVR, TV Everywhere-type services and hybrid features like Caller ID on TV.
Cable operators, telecom carriers, satellite providers and other service providers are racing to build the infrastructure necessary for delivering any program, on-demand or live, to any device at any time and over any access network. Being first to market with that ability could be a tremendous advantage.
The ultimate product in the TV business is not content. It is the presumed attention of the viewers of that content, sold in aggregate to advertisers. Advertising has been the cornerstone of the TV business since back when the only screens available were the dials on radios.
While not every operator has rolled out a complete multi-screen TV Everywhere service offering, there is certainly sufficient activity worldwide for us to say that TV Everywhere is truly here. In fact, forward-thinking operators are already planning “what’s next” when it comes to TV Everywhere.
Nagra and Harmonic are working on the first commercial MPEG-DASH OTT service, Verimatrix unveiled VCAS for DASH, SeaWell introduced an MPEG-DASH-based system that provides ad insertion, Miranda launched the Nvision 920 and an upgraded Nvision 8140, RGB showed off its new TransAct Encoder/Transcoder, and GreenPeak launched the new GP710.
Phil Orlins, an ESPN producer, knows everything about producing TV in three dimensions. But he can only guess how well his shows resonate with viewers. That's because 3-D audiences are so small they can't be measured by Nielsen's rating system.
Comcast and its NBCUniversal subsidiary are taking a stake in zeebox, the maker of a so-called "second screen" app that people can fiddle with on mobile devices while they watch TV. The U.S. cable giant isn't saying how much it's putting into the company.
TV Everywhere and Web portal vendor Synacor has joined forces with Comcast Spotlight, which is the advertising division for Comcast Cable, to provide a single point of contact for local online ads. Comcast Spotlight can now sell its advertising inventory on the Web portals that Synacor manages for cable operators.
Isis has scrapped plans to launch its NFC-based mobile wallet before summer ends, delaying the debut of a product designed to provide AT&T, Verizon Wireless and T-Mobile USA with an on-ramp into the potentially lucrative mobile payments space.
The Canadian Competition Bureau is suing the country's three biggest wireless carriers and an industry association for $31.79 million in customer refunds over advertising of texting services. The federal agency said it is seeking $10.25 million each from Telus, Rogers Communications and Bell Canada.
Mark Zuckerberg explained that in the process of trying to perfect Facebook's mobile offerings, he put too much stock in the hype around HTML5, which he’d hoped would allow the company to experiment and make changes to the product easier to deploy. Instead, it resulted in a poor user experience.
With new support for DASH (Dynamic Adaptive Streaming over HTTP), along with previous support for Smooth Streaming, HLS and HDS, network operators are now able to use SeaWell’s Spectrum software to convert all major streaming formats dynamically and deliver IP video content to any connected device.