Advanced Advertising Standards in the Cable Space

Advanced Advertising Standards in the Cable Space Brian Cappellani CTO, Sigma Systems

About Sigma Systems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cable’s Advertising Challenge ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MSOs Understand Advertising ,[object Object],[object Object],Program Broadcast channels (45%) Cable channels (55%) Ads Program Ads 60 min Content Provider Operator 12 min 4 min Operator Ad Sales Marketing 1 min 3 min Operator ad revenue Operator Ad Sales: 75% of 25% of 55% of all ads seen by subscribers = 10% of ad avails 25% National / Local National / Local 75% 16 min

Key Cable Standards Bodies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Canoe Ventures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key Enabling Technologies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

New Ad Placement Opportunities ,[object Object],[object Object],[object Object],Ad POD 1 Ad POD 2 Ad POD 3 Program Block 1 Program Block 2 Program Block 3 Program Block 4 Old Static Ad Avail Mappings Product Placement Telescoping Ad Telescoping Ad to Long Form Ad Targeted Ads Sponsored Show Bonus Material Product Placement Telescoping Ad w/ Transaction Capability Skipped Ad New Dynamic Ad Avail Mappings In - Navigation Ad

SCTE 130 Standard For Advanced Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SCTE 130 Standard SCTE 130 defines an architecture for advanced advertising

Subscriber Information System (SIS) ,[object Object],[object Object],[object Object],Demographic Data Viewing History Data Subscriber Information Service (SIS) SMS Data Demographic Data Viewing History Data SIS Client SIS Client SIS Client Viewing History Data Other Subscriber Data SIS Interface

CableLabs Interactive Applications Interface Specifications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CableLabs SaFI Reference Architecture ,[object Object]

Advertising Program - Update ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Insights” report based on Executive Roundtable results now available

Content Encounter 3 – Advanced Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Personalized Ads – Basic Steps

Content Encounter: Scenario 1 Addressable Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Scenario 1 Demo Brand Manager (Pepsi) Advertising Agency Communication Service Provider End Consumer Contracts for Marketing Campaign Contracts for Ad Placement Contracts for Video, Web and Voice (Landline, Wireless) via Usage and Monthly Recurring Charge Network “ Access” Ad Placement Results Campaign Results Contract Payment Contract Payment Usage and Subscription Payment Access Discount/ Payment

Content Encounter: Scenario 2 High Value Advertising& Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Scenario 2 Demo Ad Delivery Ad Selection Rating and Charging ,[object Object],[object Object],Ad Control Ad Inventory Ads & Campaigns Ad Policy Entertainment Systems Information Systems Communication Systems Advertiser Accounts Ad Rating & Charging User Accounts Usage Rating & Charging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thank You Brian Cappellani CTO, Sigma Systems [email_address] (416) 365-3966

Advanced Advertising Standards in the Cable Space

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Advanced Advertising Standards in the Cable Space

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