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Cable Technology Feature Article

October 17, 2013

ARRIS, SeaWell Tackle In-Home Multiscreen Advertising

By Tara Seals, TMCnet Contributor

ARRIS Group and SeaWell Networks have announced an integrated advertising solution for multiscreen video. Digital IP video delivery allows for localized, session-oriented ads and programming to be delivered at the home network level to give brands and operators control and customization capabilities across screens.

The solution integrates SeaWell's Spectrum IP session delivery controller technology into the SkyVision (News - Alert) ad insertion platform by ARRIS.

"The proliferation of connected devices has tremendous potential to generate new revenue for operators, but only if they have the right tools to address this multiscreen ecosystem," said Brian Collie, CEO of SeaWell Networks. "ARRIS has a legacy of leadership and global reach in addressable ad management solutions, which combined with SeaWell's per-IP-session technology, gives operators and their marketing partners an unprecedented ability to target ads to viewers in both live and on-demand content. Our best-in-class solution is the answer to effectively monetizing the multiscreen environment."

A recent ARRIS and Motorola (News - Alert) Mobility study revealed a thirst for better cross-device delivery of video content – a prime opportunity for service providers to deliver content experiences in the new multi-screen environment that are free of traditional boundaries and complexity.

Consumers around the world are watching an average of 25 hours of TV programming and film content a week. Film viewing has risen from 5 to 6 hours. TV viewing is up from 10 hours in 2011 to 19 hours this year. But consumers also want to be able to move content between devices more easily; 76 percent would be interested in a service that automatically loaded content a user liked to their mobile phone or tablet, to enjoy when on the move.

"This year's study shows us that consumers take their viewing experiences very seriously,” said John Burke, senior vice president and general manager of Converged Solutions, Motorola Mobility. “They want to be firmly in control of the way they experience their videos, but they're frustrated. Increasingly, they're using tablets and smartphones to view their content, and they expect this experience to transition seamlessly across their favorite programs, whenever and wherever they like.”

And mobile devices are being used for video consumption in the home. TV is king in the living room, but smartphones and tablets are driving most multi-room content behaviors – they are watched more than broadcast TV in the bedroom (46 percent and 41 percent versus 36 percent). These portable devices are also used in less-conventional rooms; 10 percent of tablets are used in the kitchen. Tablet owners are the leaders here: on average, tablet owners watch 6.7 hours of movies a week versus the average of 5.5 of non-tablet owners.

"SeaWell is a clear market leader for targeted ad insertion on multiscreen devices, with global deployments among tier-one operators," said Neerav Shah, vice president and general manager for Multiscreen Video Infrastructure and Cloud Business Solutions at ARRIS. "This makes SeaWell a perfect complement to our leading portfolio of end-to-end multiscreen and advertising solutions. By integrating Spectrum (News - Alert) into our SkyVision platform, ARRIS is not only enabling operators' multiscreen shift to IP, but also offering the most powerful advertising solutions for this next-generation of TV."

Edited by Alisen Downey

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