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IBC: Microsoft Adds Ads to IPTV

AMSTERDAM -- IBC2008 -- Microsoft Corp. (Nasdaq: MSFT) added its name to the increasing list of companies that are enabling targeted IPTV advertising campaigns with the launch today of its Mediaroom Advertising Platform. (See Microsoft Offers IPTV Migration.)

Here in Amsterdam, much of the buzz among the many companies involved in the IPTV world is based around how to help broadband TV service providers supplement their revenue streams by adding targeted advertising into the mix. (See BigBand Plays It Personal , Concurrent Shows Off, Ericsson Shows Off at IBC, Europe Gears Up for IPTV Showcase, and Packet Vision, UDcast Team Up.)

And Microsoft, which is engaged with a number of Tier 1 carriers with its Mediaroom IPTV platform, is in no mood to be behind the times. (See Microsoft Seals $500M IPTV Deal, Singtel Does IPTV, AT&T Launches HDTV, and Microsoft Wins IPTV Deal at DT.)

Terri Richardson, group marketing manager for Microsoft Mediaroom, says the company is adding new functionality to the Mediaroom platform to enable service providers deploy measurable, targeted, and interactive advertising spots using the same platform that manages the IPTV content. The capabilities encompass traditional TV advertising spots as well as targeting, inserting, and managing campaigns in IPTV, video on demand, and interactive services, she states.

"This is all about enabling service providers to make more money from advertising... and doing it with standards-based capabilities from the broadcast industry," says Richardson.

The intelligence behind the platform, in terms of gathering (legally) customer usage and preferences data and marrying that with specified advertising campaigns, comes from the integration of capabilities Microsoft acquired recently with its purchases of Navic Networks and aQuantive. (See Microsoft Nabs Navic and Microsoft On Demand .)

The creation of the new Advertising Platform pulls in elements of Navic's advertising campaign management capabilities and the advertising measurement capabilities of aQuantive's Atlas on Demand unit. "This takes Atlas to the TV," notes Richardson.

In addition, Richardson claims the platform's ability to insert targeted advertising into multiple types of service (linear TV, on-demand content, interactive services) to multiple screens (TV, PC, mobile) is unique compared with what is available in the market today.

The problem is, the Mediaroom Advertising Platform isn't available today. In fact, it won't be available to existing Mediaroom customers until about the middle of 2009, and it hasn't yet been trialled, so it's still early days.

Richardson, though, is confident that her business is "well positioned with service providers" compared to its rivals, and believes North America presents the best initial opportunities to get the new platform deployed.

— Ray Le Maistre, International News Editor, Light Reading

digits 12/5/2012 | 3:32:17 PM
re: IBC: Microsoft Adds Ads to IPTV As Microsoft adds more capabilities to the Mediaroom platform, is this going to make telcos more nervous about it as they tie themselves further into MSFT's way of doing things?

Or is that all-in-one package (whether proprietary or not) what carriers want?

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