& cplSiteName &

Cable Aims to Revolutionize TV Advertising

Light Reading
LR Cable Opinion
Light Reading
10/1/2008
50%
50%

For cable, advanced advertising looms as The Next Big Thing. Casting an envious eye on the growth of Internet advertising, cable operators have marshaled a broad industry effort to use interactive, on-demand, and addressable technologies to transform, if not revolutionize, television advertising and generate more revenue from their local ad inventory and new service platforms.

While many concepts have been kicked around for years, the new foray is based on a variety of emerging technologies and the recently launched cable effort Canoe Ventures, a "technology company and service bureau" to support advanced advertising that is backed by six U.S. multiple system operators (MSOs): Comcast Corp. (Nasdaq: CMCSA, CMCSK), Time Warner Cable Inc. (NYSE: TWC), Cablevision Systems Corp. (NYSE: CVC), Charter Communications Inc. , Cox Communications Inc. , and Bright House Networks .

Technology players, from longtime interactive TV players to Google (Nasdaq: GOOG) and Microsoft Corp. (Nasdaq: MSFT), are rushing to provide TV advertising solutions. The latest edition of Light Reading's Cable Industry Insider, "Telcos Beware: Cable Takes Aim at Targeted Advertising," takes a close look at the prospects for Canoe and the new advertising technologies.

Canoe serves as a focal point as the industry rallies around the enhanced TV (ETV) and tru2way specifications for interactive TV applications, dynamic ad insertion for on-demand programming, and techniques for targeting ads geographically as a prelude to addressable advertising on individual set-top boxes.

In October 2008, Canoe is introducing a product to support targeted-zone advertising, with availability expected in the first quarter of 2009. The product will enable programmers to offer advertising positions reaching certain viewer demographics across the MSOs' local ad inventory. Earlier in 2008, the MSO partners, which collectively reach about 53 million subscribers, launched Elections '08 On Demand, offering on-demand clips and political ads.

As the new report discusses, the venture's greatest challenge, meeting the needs of six MSOs, is apparent to nearly everyone involved. Whether the initiative glides smoothly or eventually capsizes, Canoe is cutting a wide wake for technology suppliers to push forward with advertising solutions.

Seeking to gain new life from the advertising movement are longtime interactive TV (ITV) and ad-solutions providers, including ActiveVideo (formerly ICTV), Backchannelmedia, BIAP Systems Inc. , BlackArrow Inc. , Ensequence Inc. , Invidi Technologies Corp. , NDS Ltd. , OpenTV Corp. (Nasdaq: OPTV), Visible World , and Zodiac Interactive . Google's TV Ads is enabling advertisers to bid for auctioned inventory, while Microsoft's Advertiser & Publisher Solutions (APS) Group is offering dynamic video-on-demand (VOD) insertion and ad-support tools from its recent acquisition of Navic Networks .

Many other technology companies that support cable infrastructure, ad insertion, interactivity, and on-demand capabilities could also benefit, while those involved in Internet advertising could seek to migrate solutions to TV.

As the report explains, suppliers entering the market must understand the full supply chain of cable advertising and find a particular niche that a solution can fulfill. The successful solutions will be those that are open and flexible, yet unique enough that neither Canoe, an MSO, nor an ad agency can cobble together a similar and less-expensive solution. Solutions must easily integrate with cable and advertising infrastructures and be able to deliver accurate, measurable results which clearly demonstrate a return on investment and reinforce their value. Ultimately, advertisers, agencies, and consumers will determine cable's advanced advertising fate.

— Craig Leddy, Contributing Analyst, Light Reading's Cable Industry Insider




The report, Telcos Beware: Cable Takes Aim at Targeted Advertising, is available as part of an annual subscription (6 bimonthly issues) to Light Reading's Cable Industry Insider, priced at $1,295. Individual reports are available for $900. For more information, or to subscribe, please visit: www.lightreading.com/cable.

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
From The Founder
The independent evaluation of Nokia's key virtual network functions (VNFs) was a defining moment for the Finnish giant.
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
Cisco's Innovations in Cable

5|26|16   |   03:18   |   (0) comments


Marc Aldrich from Cisco discusses the latest in security, the evolution and momentum for CCAP and what the industry will be seeing next from Cisco.
LRTV Documentaries
Leading Lights 2016 Highlights

5|25|16   |   02:26   |   (1) comment


Some of the high points from this year's Leading Lights awards dinner at the Hotel Ella in Austin, Texas.
LRTV Documentaries
Light Reading Hall of Fame 2016

5|23|16   |   05:43   |   (0) comments


Find out who has been welcomed into Light Reading's Hall of Fame this year.
LRTV Custom TV
ZTE TM Forum Highlights

5|23|16   |     |   (0) comments


ZTE showcased its new ICT solutions at TM Forum in Nice.
LRTV Interviews
Gamma's MD on the Emergence of UC2

5|20|16   |     |   (0) comments


Gamma Communications Managing Director David Macfarlane believes the unified communications (UC) market has reached a tipping point.
LRTV Custom TV
The Ultimate 5-Minute Guide to Digital Customer Engagement

5|20|16   |     |   (0) comments


In this short video, you will hear all about how Digital Customer Engagement is the key to meeting customer expectations, keeping them happy, and maximizing revenue. VP Product & Marketing at Pontis, Ofer Razon, breaks down for us the five essential capabilities for successful Digital Customer Engagement. Don’t miss!
LRTV Custom TV
NFV in 2016: Part 1 – NFV Use Cases Get Real

5|19|16   |   05:57   |   (0) comments


Consensus is building around the key use cases for NFV, including managed IP services at the network edge and on customer premises, which can generate new revenues from enterprises/SMBs and consumers; Evolved Packet Core to support LTE migration; and adjacent technologies, such as TAS and IMS, to support VoLTE and next-generation charging and policy control ...
LRTV Custom TV
Nokia's Steve Vogelsang on NFV – Part 3

5|19|16   |     |   (0) comments


Steve Vogelsang discusses the challenges of operational transformation and how Nokia helps its customers. Join Steve at the Big Communications Event in Austin the morning of May 24, on his keynote and optical networking panel.
LRTV Interviews
Level 3: Why UC Is In Demand

5|17|16   |   04:12   |   (1) comment


Andrew Edison, Level 3's senior VP of sales, EMEA region, talks about the drivers of growth in the unified communications services market.
LRTV Custom TV
ARM's OPNFV Action

5|17|16   |     |   (0) comments


At the ARM booth at MWC 2016, Joe Kidder and Bob Monkman speak to Light Reading about OPNFV and their upcoming action.
LRTV Custom TV
Nokia's Steve Vogelsang on NFV – Part 2

5|16|16   |     |   (0) comments


Steve Vogelsang gives advice to service providers on how to move to NFV. Join Steve at the Big Communications Event in Austin the morning of May 24, on his keynote and optical networking panel.
LRTV Interviews
Interoute CTO on NFV's Maturity

5|13|16   |   06:46   |   (1) comment


Matt Finnie, CTO at international operator Interoute, explains how NFV has made life easier in terms of logistics and how Interoute can now enable a 'software-defined moment' for its customers.
Upcoming Live Events
September 13-14, 2016, The Curtis Hotel, Denver, CO
December 6-8, 2016,
June 16-18, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
A new survey conducted by Heavy Reading and TM Forum shows that CSPs around the world see the move to digital operations as a necessary part of their overall virtualization strategies.
Hot Topics
DT: Telcos Must Escape Vendor Prison
Iain Morris, News Editor, 5/24/2016
AT&T to Start 5G 'Friendly' Trial by 2016 End
Dan Jones, Mobile Editor, 5/24/2016
WiCipedia: Short Skirts & Back-Up Plans
Eryn Leavens, Special Features & Copy Editor, 5/20/2016
Eurobites: Be More European, EU Tells Streaming Services
Paul Rainford, Assistant Editor, Europe, 5/20/2016
Cable Is Eyeing Its Retail Options
Mari Silbey, Senior Editor, Cable/Video, 5/25/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
In this latest installment of the CEO Chat series, Craig Labovitz, co-founder and CEO of Deepfield, sits down with Light Reading's Steve Saunders in Light Reading's New York City office to discuss how Deepfield fits in with the big data trend and more.
Grant van Rooyen, president and CEO of Cologix, sits down with Steve Saunders, founder and CEO of Light Reading, in the vendor's New Jersey facility to offer an inside look at the company's success story and discuss the importance of security in the telecom industry.
Animals with Phones
Live Digital Audio

Our world has evolved through innovation from the Industrial Revolution of the 1740s to the information age, and it is now entering the Fourth Industrial Revolution, driven by technology. Technology is driving a paradigm shift in the way digital solutions deliver a connected world, changing the way we live, communicate and provide solutions. It can have a powerful impact on how we tackle some of the world’s most pressing problems. In this radio show, Caroline Dowling, President of Communications Infrastructure & Enterprise Computing at Flex, will join Women in Comms Director Sarah Thomas to discuss the impact technology has on society and how it can be a game-changer across the globe; improving lives and creating a smarter world. Dowling, a Cork, Ireland, native and graduate of Harvard Business School's Advanced Management Program, will also discuss her experience managing an international team focused on innovation in an age of high-speed change.