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.      
Flash Poll
From The Founder
Is your network built on 'The Old IP,' or are you part of 'The New IP' revolution?
LRTV Huawei Video Resource Center
Innovating Access Technology With G.fast

10|1|14   |   3.42   |   (0) comments


Exploring the potential of G.fast technology from the point of view of the Broadband Forum, Huawei – and an end-user.
LRTV Documentaries
A Cultural Shift for an OTT World

9|26|14   |   01:41   |   (3) comments


Telcos need to embrace a new approach to partnerships if they are to generate extra revenues quickly and give customers what they want.
LRTV Documentaries
New Skills Needed as Telecom, IT Collide

9|26|14   |   4:07   |   (1) comment


As telecom and IT collide, new technologies are emerging, new skills are needed and new opportunities for women are arising.
UBB Forum News
Do IP Networks Need An Overhaul?

9|25|14   |   02:01   |   (0) comments


As traffic levels ramp, do IP networks need new technologies and topologies?
LRTV Documentaries
Sprint Wields Its Influence in the Valley

9|25|14   |   3:09   |   (11) comments


Anne-Louise Kardas, Sprint's connection to startups in the Valley, explains how telcos can be innovative and find new opportunities with partners.
LRTV Documentaries
SDN, NFV & The Future of XO's Network

9|25|14   |   3:47   |   (1) comment


XO Communications COO Don MacNeil explains how cloud, SDN and NFV are altering its network requirements as well as changing data centers of the future.
UBB Forum News
The OTT Conundrum

9|24|14   |   01:39   |   (0) comments


What is holding back prosperous partnerships between telcos and the OTT players?
LRTV Documentaries
Putting Broadband to Work

9|24|14   |   01:26   |   (0) comments


High-speed broadband network rollout is key to telco strategies, but it's what happens after the network is built that counts.
Light Reedy
Light Reading's Women in Telecom Recap

9|24|14   |   0:55   |   (4) comments


Our first Women in Telecom breakfast was a huge success, and we hope you'll join us in London for the next event on November 6.
UBB Forum News
Monetizing Ultra-Broadband

9|24|14   |   01:43   |   (2) comments


Ultra-broadband networks need to be built, with fiber-to-the-premises the ultimate goal, but they need to be monetized, too.
LRTV Huawei Video Resource Center
Sales Director of INIT on Plug & Play Switch Devices

9|19|14   |   3:21   |   (0) comments


INIT Italy uses both the Huawei S5700 and S7700 series switches for the campus LAN environment. Sales Director Andrea Curti says their company chose these Huawei devices over others because of their performance, flexible scalability and plug-and-play features.
LRTV Huawei Video Resource Center
Saudi Arabia Upgrades Vocational Training System

9|19|14   |   3:31   |   (0) comments


The Technical and Vocational Training Corporation (TVTC) has 100,000 students, 150 government-owned institutions and oversees 1000 private institutes. The CIO of TVTC explains that Huawei devices have allowed them to manage multiple datacenters using just one software program, scientifically tracking the progress of students and teachers, saving them millions.
Upcoming Live Events
October 29, 2014, New York City
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
June 9-10, 2015, Chicago, IL
Infographics
Half of the world's population will be connected to the Internet by 2017, but not just by smartphones and desktops.
Hot Topics
Facebook Pokes Around LTE Direct
Sarah Reedy, Senior Editor, 9/25/2014
Is Redbox Instant Shutting Down?
Mari Silbey, Independent Technology Editor, 9/30/2014
Sprint Wields Its Influence in the Valley
Sarah Reedy, Senior Editor, 9/25/2014
US Ignite Cultivates Gigabit Apps
Jason Meyers, Senior Editor, Utility Communications/IoT, 9/25/2014
SoftBank Eyes a DreamWorks Buy – Report
Sarah Reedy, Senior Editor, 9/29/2014
Like Us on Facebook
Twitter Feed