Light Reading
Cloud TV platform specialist has developed a multi-platform advertising distribution system called AdCast.

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 Networks Inc. '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
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.      
Educational Resources
sponsor supplied content
Educational Resources Archive
Flash Poll
LRTV Custom TV
VeEX – Live from the Show

8|21|14   |   5:58   |   (0) comments


An overview of VeEX Test and Measurement solutions including TX300S multi-service test set with VeExpress cloud-based management system, UX400 universal modular platform supporting 100G testing, and the redesigned RXT modular platform.
LRTV Custom TV
Transitioning CE 2.0 Networks Into the SDN & NFV Era With Telco Systems

8|19|14   |   5:19   |   (0) comments


Telco Systems' Ariel Efrati (CEO) and Moshe Shimon (VP of Product Management) discuss virtualization and how the company's new Open Metro Edge solution utilizes the SDN and NFV concepts to accelerate and orchestrate service delivery through its innovative product portfolio and software applications.
LRTV Custom TV
NFV Myths: Is NFV Still Several Years Away?

8|11|14   |   1:13   |   (0) comments


Some say that NFV (network functions virtualization) is still several years away from being implemented on mobile operator networks. This isn't the case. Operators can get started on their paths to NFV now, as this short video from Skyfire shows.
LRTV Custom TV
A New Security Paradigm in SDN/NFV

7|28|14   |   02:54   |   (0) comments


Paul Shaneck, Global Director Network Solutions for Symantec, discusses the evolving virtualized network, explaining how Symantec is leading the security discussion as it relates to SDN and NFV, and helping to ensure the network is protected and compliant.
LRTV Documentaries
Sprint's Network Evolution

7|24|14   |   14:59   |   (0) comments


Sprint's Jay Bluhm gives a keynote speech at the Big Telecom Event (BTE) about Sprint's network and services evolution strategy, including Spark.
LRTV Documentaries
BTE Keynote: The Software-Defined Operator

7|24|14   |   18:43   |   (1) comment


Deutsche Telekom's Axel Clauberg explains the concept of the software-defined operator to the Big Telecom Event (BTE) crowd.
Light Reedy
Numbers Are In: LR's 2014 Salary Survey

7|24|14   |   1:25   |   (7) comments


Our fourth annual Salary Survey paints a picture of who's hiring, firing, earning, and yearning for a change in the telecom industry.
LRTV Custom TV
Driving the Network Transformation

7|23|14   |   4:29   |   (0) comments


Intel's Sandra Rivera discusses network transformation and how Intel technologies, programs, and standards body efforts have helped the industry migration to SDN and NFV.
LRTV Custom TV
Distributed NFV-Based Business Services by RAD

7|18|14   |   5:38   |   (0) comments


With the ETSI-approved Distributed NFV PoC running in the background, RAD's CEO, Dror Bin, talks about why D-NFV makes compelling sense for service providers, and about the dollars and cents RAD is putting behind D-NFV.
LRTV Custom TV
MRV Accelerating Packet Optical Convergence

7|15|14   |   6:06   |   (0) comments


Giving you network insight to make your network smarter.
LRTV Custom TV
NFV-Enabled Ethernet for Generating New Revenues

7|15|14   |   5:49   |   (0) comments


Cyan's Planet Orchestrate allows service providers and their end-customers to activate software-based capabilities such as firewalls and encryption on top of existing Ethernet services in just minutes.
LRTV Custom TV
Symkloud NVF-Ready Video Transcoding, Big Data

7|9|14   |   3:41   |   (0) comments


Kontron and ISV partner Vantrix demonstrate high-performance video transcoding and data analytic solutions on same 2U standard platform that is ready for SDN and NFV deployments made by mobile, cable and cloud operators.
Upcoming Live Events!!
September 16, 2014, Santa Clara, CA
September 16, 2014, Santa Clara, CA
September 23, 2014, Denver, CO
October 29, 2014, New York City
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 9-10, 2014, Reykjavik, Iceland
June 9-10, 2015, Chicago, IL
Infographics
Today's Cartoon
Hot Topics
IoT Alert: Samsung Snaps Up SmartThings
Mari Silbey, Independent Technology Editor, 8/15/2014
Level 3 Does Big Data Differently
Carol Wilson, Editor-at-large, 8/21/2014
Comcast Streams Back to School
Mari Silbey, Independent Technology Editor, 8/21/2014
Line-Powered Phone Lines: A Hot Topic Again
Carol Wilson, Editor-at-large, 8/20/2014
Analyst: Ericsson, Oracle Top Shrinking SDP World
Carol Wilson, Editor-at-large, 8/19/2014
Like Us on Facebook
Twitter Feed