& cplSiteName &

ActiveVideo Unveils Ad Distribution System

Mari Silbey
1/6/2014
50%
50%

ActiveVideo, the software company known for its cloud-based television interface technology, is taking a major step in a new direction with the launch of CloudTV AdCast, a multi-platform advertising distribution solution. (See ActiveVideo Tightens Its Cable Ties.)

The new system, developed with ActiveVideo 's cloud technology, renders HTML5 ads as video streams that can be delivered to virtually any connected device. The adverts are interactive and combine video content with clickable features that allow users to explore branded material as different parts of the advert engage their interest.

In addition to the new software platform, ActiveVideo has also announced a new partnership with BrightLine, an interactive TV technology provider that already boasts numerous large consumer brands in its customer portfolio. Through the partnership, BrightLine is creating interactive ad campaigns in HTML5 with its In-Television solution, which ActiveVideo is then delivering to devices that range from Roku Inc. boxes to connected TVs and cable set-top boxes.

In a demonstration ahead of CES (Consumer Electronics Show), ActiveVideo showed an interactive L'Oreal ad running as a featured app on a Roku streamer. The company then showed the same ad delivered with the same interactive capabilities on a QAM-based set-top.

Interactive advertising has suffered numerous stops and starts in the pay-TV world during the past decade. Legacy set-tops have been part of the problem, along with the challenge of creating a unified delivery mechanism. As a result, while television is still the number one advertising medium for audience reach, it falls far short of the Internet in terms of interactivity and user engagement. (See Cable's Search for Advanced Advertising Treasure.)

That's the problem ActiveVideo now hopes to solve.

The ActiveVideo solution is available as a software-as-a-service (SaaS) model. Customers can build a single app, and then buy advertising campaign time to deliver that asset across any number of devices. ActiveVideo and BrightLine together also offer comprehensive metrics on campaign performance. Advertisers can measure not only what consumers do to interact with a single ad, but also how users get to the ad in the first place, and how performance compares across different hardware platforms.

Also included in AdCast are a network optimizer feature that "ensures low-latency, reliable ad delivery and bandwidth efficiency over unmanaged networks," and a security component enabling "firewall and sandboxing capabilities for third-party ad delivery."

ActiveVideo notes that AdCast can be hosted by a TV service provider, or by ActiveVideo itself in the company's fully virtualized cloud environment.

Related posts:

— Mari Silbey, special to Light Reading

(1)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
albreznick
50%
50%
albreznick,
User Rank: Blogger
1/6/2014 | 4:25:46 PM
Year of Multiscreen Ads
This move by ActiveVideo seems to be more evidence that 2014 will be the year of multiscreen advertising. So we may finally see pay TV providers start to monetize the different video platforms they reach. But I'm still not sure consumers will tolerate ads on all their devices. And I wonder how different these second-screen commercials will be from typical TV ads.      
From The Founder
Either we perform a complete 'factory reset' on the way the telecom industry creates and deploys virtualization, or we face the consequences.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Custom TV
The Urgency of Commercial 5G Services

4|26|17   |     |   (0) comments


The progress of 5G has been closely monitored in the industry. At the 2017 Brooklyn 5G Summit, the sense of urgency for a commercial 5G launch had started to surface among operators.
Women in Comms Introduction Videos
How Diversity Helps Comcast Mirror Its Customer Base

4|26|17   |   2:55   |   (0) comments


Diversity brings innovation, creative ideas and a way to reflect the broad spectrum of your customer base, Comcast Director of Customer Experience Jenelle Champlin says.
LRTV Huawei Video Resource Center
Mobile Operators & Video

4|25|17   |     |   (0) comments


Ovum's Ed Barton discusses the latest mobile operator strategies for mobile video.
LRTV Custom TV
Infinera Introduces Instant Network

4|20|17   |     |   (1) comment


Mike Capuano, vice president of marketing at Infinera, discusses the advancement from Instant Bandwidth to new Instant Network capabilities, which include Bandwidth License Pools, Moveable Licenses and Automated Capacity Engineering (ACE).
Women in Comms Introduction Videos
Vodafone's Eubank on Sponsors, Mentors & Moving On Up

4|19|17   |   4:25   |   (0) comments


Vodafone America's Head of Operations Kimberly Eubank breaks down the difference between a sponsor and a mentor and shares why both made a big difference in her career.
LRTV Custom TV
NYC Auto Show: Are We Smart Yet?

4|18|17   |     |   (0) comments


The auto industry is facing some big transformations as electric vehicles, autonomous technology and connected cars are seen as the future of the industry. During the much-anticipated NY international auto show, there was an emergence of new technology and mobility service on the show floor. Aside from performance, brands like Lincoln, Hyundai, Honda, Mercedes and ...
LRTV Huawei Video Resource Center
The Impact of Video

4|18|17   |     |   (0) comments


David Mercer from Strategy Analytics discusses the impact of video on current strategies.
LRTV Custom TV
Pardeep Kohli Discusses Network Transformation & the Market Opportunity for the 'New' Mavenir Systems

4|13|17   |     |   (0) comments


In a brief discussion at MWC 2017, Heavy Reading analyst Adi Kishore talks to Pardeep Kohli, CEO, Mavenir Systems about the creation of the 'new Mavenir' and some of the key challenges facing operators in today's market. A key theme of the discussion centers around operator need for software-only, virtualized solutions and how they will need to adapt to ...
Women in Comms Introduction Videos
Tech Maverick Shares Her Tips for Gender Inclusivity

4|12|17   |   7:28   |   (0) comments


Wendy Hall Bohling, a corporate escapee, author and gender exclusivity consultant, tells her story of sexism, bias and progress along the road to gender equality in the workforce.
LRTV Huawei Video Resource Center
Huawei at MWC 2017

4|11|17   |     |   (0) comments


At Mobile World Congress 2017, the biggest mobile industry gathering of the year, Huawei showcased its new innovations and solutions with the theme "Open Road," which focuses on cloud, 5G, operation transformation, videos and consumer-oriented products. Its campaign has been recognized by three awards given by GSMA.
LRTV Custom TV
China Telecom NFV Infrastructure on RSD

4|6|17   |     |   (0) comments


Lynn Comp, senior director of market development of Intel, is joined by Chong Zhang, storage engineer at Inspur and Ou Li Yan, architect for technology strategies of China Telecom, for a discussion of what NFV brings.
LRTV Custom TV
Nokia's IMPACT Software Demo

4|6|17   |     |   (0) comments


Khamis Abulgubein of IoT market development at Nokia demonstrates IMPACT (intelligent management platform for all connected things), a software solution with a horizontal approach to managing any device on any application.
Upcoming Live Events
May 15-17, 2017, Austin Convention Center, Austin, TX
May 15, 2017, Brazos Hall - Austin, TX
May 15, 2017, Austin Convention Center - Austin, TX
June 6, 2017, The Joule Hotel, Dallas, TX
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
Surprise! AT&T Markets 4G Advances as '5G Evolution'
Dan Jones, Mobile Editor, 4/25/2017
Did Verizon Outbid AT&T for Straight Path?
Dan Jones, Mobile Editor, 4/25/2017
First Year TIPs the Scale Toward Success
Denise Culver, 4/24/2017
Verizon: Small Biz in Cybercrooks' Crosshairs
Carol Wilson, Editor-at-large, 4/27/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
One of the nice bits of my job (other than the teeny tiny salary, obviously) is that I get to pick and choose who I interview for this slot on the Light Reading home ...
TEOCO Founder and CEO Atul Jain talks to Light Reading Founder and CEO Steve Saunders about the challenges around cost control and service monetization in the mobile and IoT sectors.
Live Digital Audio

Playing it safe can only get you so far. Sometimes the biggest bets have the biggest payouts, and that is true in your career as well. For this radio show, Caroline Chan, general manager of the 5G Infrastructure Division of the Network Platform Group at Intel, will share her own personal story of how she successfully took big bets to build a successful career, as well as offer advice on how you can do the same. We’ll cover everything from how to overcome fear and manage risk, how to be prepared for where technology is going in the future and how to structure your career in a way to ensure you keep progressing. Chan, a seasoned telecom veteran and effective risk taker herself, will also leave plenty of time to answer all your questions live on the air.