First solution to enable cross-platform ad insertion, client measurement and video delivery combined with cross-platform ad management.
This year, analysts expect local cable advertising to generate US$ 6.8B in revenue. But there's a huge opportunity to make that figure much larger, by unifying traditional cable advertising with multiscreen advertising over IP.
The challenge is that these two advertising ecosystems traditionally run on different business models and technologies. But at the NAB show this year, ARRIS and Cadent will demonstrate a fully integrated, dynamic advertising solution that supports both QAM set-top boxes and IP devices. It's the first solution to enable cross-platform ad insertion, client measurement and video delivery combined with cross-platform ad management.
How does it work? The solution first unifies sales, campaign management and ad insertion using next-generation software to deliver Adaptive Bit Rate (ABR) video. The ARRIS Manifest Delivery Controller (MDC) performs network-based ad insertion through a technique called manifest manipulation, while Cadent provides a Campaign Management and Ad Decision service that unifies the business side under one system. This allows for both traditional zone-based ad targeting and impression-based targeting using demographic data on either type of device.
What pulls it all together is the ARRIS Video Unified Edge, which converts the video and highly targeted ads back into a stream that standard cable set-tops can view. Through the clever use of existing Switched Digital Video technology, the set-top viewing and impression data can be collected and aggregated with detail rivaling that of IP devices.
This integrated approach brings the next-generation of ad delivery to legacy set-tops, allowing operators to invest in growing their IP video advertising business with a solution that will continue to support their existing advertising needs.
Come join ARRIS and Cadent at NAB, Booth SU2615 to see the solution live, or visit our Advertising Solution Page for more information.