ARRIS and OpenTV to Debut Localized Advertising Technology Using SCTE-130Wednesday, March 25th, 2009
Revolutionary Advanced Advertising Technology Allows Dynamic Ad Decisions and Localized Substitutions of National Ads
SUWANEE, Ga. and SAN FRANCISCO — ARRIS Group, Inc. (Nasdaq: ARRS), a global video, data, voice and next-generation advertising technology supplier and OpenTV Corp. (Nasdaq: OPTV), a leading software and technology provider of advanced digital television and advertising solutions, announced that they will present a joint demonstration of their next generation linear television ad platform at the upcoming NCTA Cable Show, April 1-3 in Washington, D.C. The collaboration is designed to make TV advertising more relevant, accountable and dynamic and revolutionizes traditional ad insertion technologies. The demonstration will take place at both the OpenTV stand, located in the CableNET® pavilion in Hall C, booth #136 and at the ARRIS Booth #1121 on the Cable Show floor.
This will be the first time that the SCTE-130 standard, which provides a common framework for the development of advanced advertising services, is applied to linear advertising. Coupling OpenTV’s new real-time Ad Decision Service (ADS), OpenTV’s EclipsePlus™ campaign management solution, and ARRIS’ linear Ad Management System (ConvergeMedia SkyVision ADM 1.0), the presentation will demonstrate the ability to identify national ad breaks, 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, 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. 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.”
This new advanced advertising method will allow Multiple System Operators (MSOs) to deliver enhancements, copy variations and, ultimately, interactivity on behalf of the networks, making more efficient use of ad dollars and air time.
“We are very excited to bring standards-based addressable advertising solutions to the industry and advertising eco-system,” said Joe Matarese, Vice President and General Manager of the ARRIS On Demand Systems Division. “The ability to manage national ads spots dynamically and target them to specific demographics is growing in importance as operators offer advertisers the capability to increase precision, performance and accountability across a wide array of broadcast and time-shifted programming. It is a great time to be in the advanced advertising space and we are pleased to jointly debut this technology with OpenTV at the Cable Show.”