SeaChange, TVN Do Dynamic Ads

Announce a joint initiative to ensure content readiness for interior break advertising insertion

March 31, 2009

2 Min Read

ACTON, Mass., and LOS ANGELES -- Two of the leading forces in on-demand television, SeaChange International (NASDAQ: SEAC) and TVN® Entertainment Corp., today announced a joint initiative to ensure content readiness for interior break advertising insertion. The companies will begin testing and integration of TVN’s ADONISS platform with SeaChange’s AdPulse On Demand systems to place ads, as marked in accordance with the SCTE-35 standard, into on-demand program streams on the fly. This service will be available to any of TVN’s more than 200 Content Partners, including all Broadcast and Cable Network customers.

The breakthrough integration will enable TVN to begin volume distribution of ad-insertable digital content files to its cable operator customers, setting the stage for dynamic advertising opportunities against millions of cable homes. TVN has created an automated service that allows content with “marked” insertion points to be distributed and seamlessly ingested by cable operator customers who have deployed SeaChange’s AdPulse dynamic VOD ad insertion software. Operators can sell ads for the available positions within the program and use AdPulse to insert individually targeted ads in every on-demand session, in addition to enabling bookend ad placements.

“We will demonstrate conclusively that every VOD asset can be optimized for targeted messaging from end-to-end,” said Alan Hoff, vice president of product marketing, SeaChange. “Our collaboration with TVN underscores how television’s stakeholders can benefit from vendor attention to industry standards to monetize the growing on-demand tier for high-quality and highly relevant advertising.”

“We see a tremendous opportunity to monetize VOD as dynamic ad insertion becomes more widely deployed and this collaboration with SeaChange advances that goal,” said Jim Riley, Chief Sales and Strategy Officer for TVN. “The establishment of the SCTE spec allows us to work out the interface as we enhance the solution for seamless integration into our existing VOD workflow, thereby greatly simplifying the deployment for our customers.”

Deployed on three continents, SeaChange AdPulse On Demand delivers revenues with on-the-fly, real time insertion of ads anywhere within on-demand program streams, including on-demand video games and DVDs, taking full advantage of SCTE 35 descriptors. Making ads independent of the content in which they run allows each to be trafficked separately, at long last reducing lead times for ad copy and enabling ad rotation, targeting and message refresh throughout a campaign.

The companies will be available to discuss advanced advertising opportunities during the The Cable Show, April 1-3 in Washington, D.C. at SeaChange booth 825, or in briefings with TVN.

SeaChange International Inc. (Nasdaq: SEAC)

TVN Entertainment Corp.

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

You May Also Like