Standards-based Approach Enables Real-time Localization of Ads Using Digital Overlays
SAN FRANCISCO & SUNNYVALE, Calif. – RGB Networks, the leader in network video processing, and OpenTV (Nasdaq:OPTV), a leading software and technology provider of advanced digital television solutions, have developed a joint demonstration that shows how cable television operators can use the companies’ advanced, standards-based advertising capabilities to generate new ad revenues from their video-on-demand (VOD) services and traditional linear programming.
Using the combined OpenTV-RGB solution – which is comprised of RGB’s Broadcast Network Processor (BNP) and OpenTV’s campaign management solution – operators can digitally overlay video, graphics or text onto 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 solution gives cable operators several advanced advertising options. The first is to “localize” national ads by adding locally-relevant information. For example, individual cable systems can add in real time the addresses and other promotional information for local restaurant franchises to a single, nationally broadcast ad. 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 cannot 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, Product Marketing for RGB Networks. “Combining ad insertion, digital overlay and extremely high stream processing density, our Broadcast Network Processor gives cable operators unprecedented abilities to easily and continually localize ads based on location, language and other factors to generate new ad revenues.”
”We are moving beyond the traditional 30-second spot and opening up new advertising possibilities for cable operators,” said Bruce Dilger, VP R&D and Chief Architect for Advanced Advertising at OpenTV. “The combination of OpenTV’s campaign management with RGB’s overlay technology demonstrates a new breed of advertising product that is inherently addressable and audience focused. It’s exciting to apply these new, flexible standards to achieve dynamic, localized ad insertions that enhance the viewer’s experience while expanding the opportunities for advertisers.”
Local advertising is a significant business, earning U.S. cable operators more than $4.3 billion in 2008. However, the extensive post-production work traditionally required to localize ads dramatically increases costs, limiting the number of advertisers. The proven digital overlay capability of the BNP can overcome this limitation, enabling carriers to easily localize ads in real time by overlaying text, graphics and even video directly onto ads to provide locally relevant or time-sensitive information. Working as an integrated solution with the BNP, OpenTV’s campaign management solution manages and provides the real-time ad decision rules based on selected ad type against the appropriate audience addressing criteria.
About OpenTV
OpenTV is one of the world’s leading providers of advanced digital television solutions dedicated to creating and delivering compelling viewing experiences to consumers of digital content worldwide. The company’s software has been integrated in more than 127 million devices around the world, and enables advanced program guides, video-on-demand, personal video recording, interactive and addressable advertising and a variety of enhanced television applications. OpenTV’s campaign management solutions, including Eclipse® and EclipsePlus™, currently provide advertising services to nearly 30 million cable subscribers across the United States representing more than 52 percent of the top ten MSOs’ subscriber base. For more information, please visit www.opentv.com.
About RGB Networks
RGB Networks delivers extremely high-density, flexible video processing solutions that enable video service providers to deliver highly targeted and personalized video content at considerably lower costs than conventional solutions. Based on its unique Video Intelligence Architecture™ (VIA), RGB’s VIA product family simplifies management and delivers scalable, multi-function capability in a single, programmable platform, allowing video service providers to leverage existing infrastructure, while building an advanced foundation to meet the needs of the rapidly growing market for personalized video services.
For more information about RGB Networks and its unique video processing solutions, please visit www.rgbnetworks.com.
