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Cable Technology Feature Article

June 14, 2011

BigBand Advertising Solutions Delivers Over a Billion Ad Transactions a Year

By Carolyn J Dawson, TMCnet Contributor

The Cable Show 2011 will see a demonstration from BigBand Networks (News - Alert), Inc. on how the company’s solutions can be used in targeted advertising as well as traditional zoned advertising. This demonstration comes after the company announced a landmark event in terms of delivering over a billion ad transaction in the last year for seven out of the top ten North American MSO’s or multiple system operators. BigBand’s solutions are said to be able to assist operators in delivering as well as monetizing their ads for multiple screens, using the age old set top boxes via TV and IP connected devices like the TiVo (News - Alert) Boxes, Roku, iPad and PC.

The first advertising solution offerings from BigBand Networks came up in the year 2003. Since then, the company has grown to expand its vast product portfolio to add to the likes of BigBand Media Services Platform or MSP and BigBand Broadcast Media Router or BMR. These expansions were made with one aim in mind – to catch up to the ever evolving requirements of the digital television market. The solutions from BigBand are designed two fold – firstly to support a migration path from the traditional zoned based advertising campaigns to more modern ones, and secondly to support the critical revenue stream seen today. The BigBand portfolio is utilized by operators to deliver local advertising insertion based ads and using EBIF or Enhanced TV Binary Interchange Format for interactive advanced advertising applications.

In a release, the Vice President of Advanced Technology at BigBand networks, John Reister said that “The number of ads delivered by BigBand's solutions continues to grow rapidly as we provide our customers with the ability to extend their advertising reach to multi-screen TV services, targeted geographies and IP-connected devices. As the definition of TV evolves, operators will seek innovative ways to monetize their networks. We believe advertising will play a key role in monetizing both today’s traditional advertising and the emerging opportunities with more personalized, IP-enabled advanced advertising to more screens."

With today’s advertising options requiring support for a range of codec and formats to enable the accommodation of different network programming, the booth #449 from BigBand is a programming that will assist the targeted advertising range.

Carolyn John is a Contributor to TMCnet. To read more of her articles, please columnist page.

Edited by Rich Steeves