BigBand Unveils Targeted Advertising for IPTV
October 27 2011 - 3:03AM
Business Wire
BigBand Networks, Inc. (NASDAQ: BBND), today unveiled a market
first IP-based targeted advertising application. Operators using
the application can increase advertising revenue generated from
live TV that is delivered to both set-top boxes and IP-connected
devices. With its patented virtual zoning technique, BigBand has
created a method for digital TV service providers to deliver ads
based on targeting criteria most attractive to an advertiser. Ads
can be sent to traditional ad zones, to groups of devices based on
demographics, or to geographic areas down to zip+4 codes.
Featuring the BigBand Media Services Platform (MSP), this
network-based application allows ad delivery to be verified by the
service provider’s network in a manner consistent with today’s
measurement which is familiar to advertisers and ad agencies. The
targeted advertising application integrates with existing
back-office systems and is the first dynamic ad insertion for
multicast IPTV with virtual zoning. The application dramatically
reduces the bandwidth necessary to deliver both zoned and targeted
advertising.
“Technical solutions that allow operators to create advertising
inventory from advanced TV and IP-based systems are important
elements to sustain and grow company revenues in today’s
splintering TV ad market,” said Heather Way, Research Analyst,
Parks Associates. “Virtual zoning is a practical transition from
traditional geographic boundary targeting providing a high degree
of flexibility for service providers to refine TV addressability
while increasing the value proposition for advertisers.”
Virtual Zoning Leads to New Multi-screen Advertising
Opportunities
The traditional TV industry continues to garner the lion’s share
of video-based ad revenues despite the growing online video and
mobile ad market. Parks Associates estimates revenues generated by
digital-TV service providers and cable networks will reach
approximately $28 billion by year-end 2011. Advanced TV ad revenues
will fuel revenue growth with the market reaching $35 billion in
2015. To preserve and expand ad spends, both operators and
advertisers are seeking new ways to reach consumers via multiple
viewing screens in addition to more relevant, targeted advertising
experiences to the traditional TV.
Virtual zoning, as a subset of targeted advertising, provides a
practical transition with respect to business practices and
technology migration. A virtual zone represents a clustering of
subscribers that does not have to be tied to fixed geographic
boundaries. Virtual zones are not constrained by access network
topology. The ad zones can contain multiple individuals or groups
of subscribers. As a result, it provides a high degree of
flexibility for the operator to shape these clusters or zones in a
manner most appealing to advertisers.
Additionally, a virtual zone can be based on demographic
characteristics such as those provided by Nielsen PRIZM™
demographic groupings. This allows an advertiser to match a
household with specific demographic characteristics to the
corresponding targeted ad and thereby create a more relevant
advertising experience to the viewer.
“Service providers are in a unique position to expand the
critical role they play in delivering more personalized advertising
for the benefit of consumers, advertisers, and content providers
while increasing their bottom line,” said John Reister, Vice
President and Chief Architect for IPTV at BigBand Networks. “The
MSP is the powerhouse multi-screen platform delivering the new
capabilities and reducing the complexity for operators to expand
their advertising business.”
BigBand Solutions Lower Cost and Complexity of Digital Ad
Insertion
The BigBand MSP-based advertising solutions include the
preparation and transcoding of ad assets, ad splicing into linear
TV streams, event reporting to insertion systems, and management
using BigBand’s Video Management System software. Furthermore, the
solutions operate completely within the digital domain and
seamlessly splice ads into streams encrypted for a variety of
network environments. This reduces the cost and complexity
associated with ad insertion since decrypting, splicing, and
re-encrypting are no longer required.
Since 2004, BigBand has worked steadily to arm digital TV
service providers with flexible and dependable advertising
solutions. These solutions have supported over one billion ad
transactions in the last year and are a critical component of the
advertising ecosystem for eight of the top ten service providers in
North America.
Visit http://www.bigbandnet.com/index.php/new-revenue-services.html
for additional information about BigBand’s MSP-based advertising
capabilities.
About BigBand Networks
BigBand Networks, Inc. [NASDAQ: BBND] provides broadband service
providers with innovative multi-screen video solutions designed to
make it easier to move, manage and monetize video. These solutions
are based on BigBand’s video-networking platforms that are built to
enable efficient and reliable delivery across a wide range of
services and screens, including broadcast, switched digital video,
IPTV, video-on-demand, interactive TV, and advanced advertising.
BigBand Networks has done business with more than 200 customers in
North America, Asia and Europe -- including seven of the ten
largest cable and telco service providers in North America. BigBand
Networks is based in Redwood City, Calif., with offices worldwide.
For additional information about the company, please call
+1.650.995.5000, email info@bigbandnet.com or visit
www.bigbandnet.com.
BigBand Networks’ brand and product names are service marks,
trademarks or registered trademarks of BigBand Networks, Inc. in
the United States and other countries. All other marks are the
property of their respective owners.
This release contains "forward-looking statements" as defined
under the U.S. Federal Securities Laws, including the Private
Securities Litigation Reform Act of 1995 and is subject to the safe
harbors created by such laws. Forward-looking statements may relate
to, but are not limited to, the benefits to our customers and
potential customers from the use of our targeted advertising
solution. Forward-looking statements are based on current
expectations that involve a number of uncertainties and risks that
may cause actual events or results to differ materially. Factors
that could cause actual events or results to differ materially
include, among others, the following: rapid technological change
that can adversely affect the demand for our advertising solution,
design flaws in BigBand’s MSP solution, shifts in operators’
demand, shifts in strategic relationships especially by our
competitors, delays in BigBand’s ability to deliver or decisions to
discontinue its products and services, or announcements by
competitors. These and other risks may be detailed from time to
time in BigBand’s periodic reports filed with the Securities and
Exchange Commission, copies of which may be obtained from
www.sec.gov. BigBand Networks is under no obligation to (and
expressly disclaims any such obligation to) update or alter its
forward-looking statements whether as a result of new information,
future events or otherwise. Information contained in our website is
not incorporated by reference in, or made part of this press
release.
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