RGB Does Digital Overlays

RGB Networks is advancing the state-of-the-art in television advertising with the new digital overlay capabilities of its advanced BNP

May 21, 2007

2 Min Read

SAN MATEO, Calif. -- RGB Networks, the leader in network video processing, is advancing the state-of-the-art in television advertising with the new digital overlay capabilities of its advanced Broadcast Network Processor (BNP). With its unmatched ability to directly overlay text, graphics and video onto more than 500 television ads simultaneously, the BNP dramatically reduces the cost for cable operators to deliver localized ads for both national and local advertisers.

Carrying local ads is a lucrative revenue stream for cable operators around the world and in the U.S. alone created income of $4.3 billion in 2006 according to Kagan Research. Despite this, the cost to create targeted ads for specific cities or by demographic criteria is high, limiting the number of potential advertisers. For example, for a nationwide restaurant chain to advertise in its 20 largest cities, its ad must undergo extensive post-production work to include addresses, phone numbers and other text or graphical information that localize the ad for each city – resulting in 20 separate ads. By overlaying text, graphics and even video directly onto ads in real-time, the BNP eliminates this costly and time consuming process, enabling for example, a nationwide ad to be easily localized by the operators serving each city or region. Because localized content is added in real-time, it can be easily updated to note sales events, new locations and other important or timely information. This innovative process is particularly relevant for smaller, local businesses which cannot afford to produce a series of ads. RGB’s digital overlay technology lets these businesses produce and update a single ad to keep it ‘evergreen.’

"Local advertising is a proven, multi-billion dollar business, and with the help of our game-changing Broadcast Network Processor, RGB is enabling cable operators in the U.S. and the world over to reap new rewards with targeted advertising," said Ramin Farassat, Vice President of Product Marketing for RGB Networks. "By tapping into the power of RGB’s Video Intelligence Architecture, the Broadcast Network Processor takes advantage of high density video processing and advanced overlay technology to further the revolution of personalized video services. RGB’s unmatched solution lowers the cost of producing local ads, allows operators to sell more local and more relevant advertising and gives operators a new source of ad revenue."

"In a time of DVRs and increased Internet advertising, cable and IPTV operators need to exploit better locally targeted advertising techniques while keeping costs low," says Gary Schultz, President of analyst firm MRG, Inc. "One such solution is offered by RGB, which allows IPTV and cable operators to personalize ad messages using professional graphical production quality, while targeting on a sub-zone or zip-code level (both linear and interactive) at affordable costs. We expect to see more such innovation like this in the future."

RGB Networks Inc.

Subscribe and receive the latest news from the industry.
Join 62,000+ members. Yes it's completely free.

You May Also Like