Thursday, 2 August 2012

Monetizing Multi-screen TV with Targeted Advertising

Monetizing Multi-screen TV with Targeted Advertising
2012-08-01

Advanced advertising solutions for new smart TV platforms, tablets, smartphones and other IP devices that bring monetization opportunities through increased ad relevance and timeliness are being touted by Mississauga, ON based SeaWell Networks.
SeaWell is describing new addressable advertising capabilities and the integration of its IP technology with that of BlackArrow, and support for the seamless delivery of media to any device, along with ads that are stitched into one continuous adaptive bitrate video stream.
SeaWell and BlackArrow say their approach can increase completion rates and disable ad-skipping software, and help pay-TV providers expand content availability from linear and on-demand television to new IP platforms.
SeaWell develops multi-platform video delivery software for network operators, along with targeted ad insertion technology.
“The collaboration of BlackArrow and SeaWell will help ensure that users are delivered relevant ads in a way that makes them easier to watch,” said Susan George, SVP of Sales, SeaWell Networks. “I am confident that our technologies will result in higher CPMs and more revenue for network operators.”
The SeaWell-BlackArrow integration streamlines the ability of pay-TV operators to dynamically insert advertising into linear or time-shifted content that is viewed on TVs, tablets, smartphones and other IP devices. The joint solution leverages SeaWell technology to eliminate the need to create multiple interfaces and streams for different devices and video formats, and uses the capabilities of the BlackArrow Advanced Advertising System to determine ad payloads, delivery and reporting.
“The availability of timely and meaningful ads drives the long-term success of pay-TV operators’ multiplatform strategies,” said Chris Hock, senior vice president, product management for BlackArrow. “Working together with SeaWell Networks, we help operators and programmers to ensure that advertising business models on New Television platforms keep pace with shifts in viewing behaviour.”
BlackArrow is privately held, and backed by Cisco Systems, Comcast Ventures, Intel Capital, Mayfield Fund, Motorola Ventures, NDS Group, LTD., Polaris Venture Partners and Time Warner Cable.
SeaWell’s per-user ad insertion solution, Spectrum, gives pay TV providers powerful network-side control while reducing delivery costs through format rationalization, the company reports.
SeaWell also recently announced that Joan Gillman, executive vice president of Time Warner Cable and president of Time Warner Cable Media, has joined the SeaWell team as an independent board member.
Gillman serves professionally on the boards of NCC, BlackArrow, CAB, WICT and IAB and is a member of CTAM.
“We are thrilled to have Joan join our board and know that her immense knowledge and experience in the cable and advertising business will be invaluable in driving SeaWell to the next level,” said Brian Collie, CEO of SeaWell Networks. “As we focus our efforts on targeted ad insertion and streaming delivery to any device, we need someone of Joan’s calibre, with deep industry knowledge, who can champion customer needs as we strengthen SeaWell’s market lead.”

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