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BigBand launches IP-based targeted advertising application
Oct 27, 2011 (TELECOMWORLDWIRE via COMTEX) --
Multi-screen video solutions provider BigBand Networks Inc (Nasdaq:BBND) unveiled on Thursday an IP-based targeted advertising application.
The company said that operators using the application can increase advertising revenue generated from live TV that is delivered to set-top boxes and IP-connected devices. With its virtual zoning technique, the company has created a method for digital TV service providers to deliver ads based on targeting criteria most attractive to an advertiser.
The targeted advertising application integrates with existing back-office systems and is the first dynamic ad insertion for multicast IPTV with virtual zoning. It reduces the bandwidth necessary to deliver zoned and targeted advertising.
A virtual zone represents a clustering of subscribers that does not have to be tied to fixed geographic boundaries and is not constrained by access network topology. The ad zones can contain multiple individuals or groups of subscribers. As a result, it provides flexibility for the operator to shape the clusters or zones in a manner most appealing to advertisers.
A virtual zone can also be based on demographic characteristics such as those provided by Nielsen PRIZM demographic groupings, which allows an advertiser to match a household with specific demographic characteristics to the corresponding targeted ad.
No pricing details were disclosed.
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