Advanced Advertising Standards in the Cable Space
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Advanced Advertising Standards in the Cable Space

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Brian Cappellani's presenatation at TM Forum Management World 2009 in the Forumville.

Brian Cappellani's presenatation at TM Forum Management World 2009 in the Forumville.

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  • SCTE 130 is a 7 to 8 part standard --- the 1st four parts are largely completed and the standards work is now focused on completing the remaining parts (POIS, SIS, Transport, GIS)

Advanced Advertising Standards in the Cable Space Advanced Advertising Standards in the Cable Space Presentation Transcript

  • Advanced Advertising Standards in the Cable Space Brian Cappellani CTO, Sigma Systems
  • About Sigma Systems
    • Global Leader in Advanced IP Service Fulfillment Solutions
      • Over 12 years dedicated OSS development & deployment experience
      • Global offices (Canada, India, EMEA, APAC and CALA)
      • 50+ Deployments Worldwide
      • 9 of top 15 Cable Service providers in North America
      • Over 100 million services managed across Voice, Video, Data, and Multi-media services
      • Proven, pre-integrated solutions for Triple and Quad Play (Voice, Video, Data, Content and Multi-media) services delivering:
        • Fulfillment, Active Mediation, Subscriber Information for Advanced Advertising
  • Cable’s Advertising Challenge
    • The Challenge
    • Counteract the growth in Internet advertising expenditure
      • Ability to highly target ads
      • Easy to create and execute advertising campaign
      • Links for more information or purchase
      • Excellent reporting for assessing campaign success and ROI
    • Cable Operators need to provide a platform to match this capability
    • The Good News
    • Cable operators:
      • understand advertising
      • historically have used industry-wide, standards based approaches to provide solutions
    • Technologies and standard exist to provide a platform to deliver the required capabilities in the cable domain
  • MSOs Understand Advertising
    • US MSOs sell local ads
    • Highly profitable component of business
    Program Broadcast channels (45%) Cable channels (55%) Ads Program Ads 60 min Content Provider Operator 12 min 4 min Operator Ad Sales Marketing 1 min 3 min Operator ad revenue Operator Ad Sales: 75% of 25% of 55% of all ads seen by subscribers = 10% of ad avails 25% National / Local National / Local 75% 16 min
  • Key Cable Standards Bodies
    • CableLabs
      • Non-profit research and development consortium dedicated to pursuing new cable telecommunications technologies and to helping its cable operator members integrate those technical advancements into their business objectives
      • Produced specifications such as DOCSIS, PacketCable, Tru2Way
    • Society of Cable Telecommunications Engineers (SCTE)
      • Non-profit professional association that provides technical leadership for the telecommunications industry and serves its members through professional development, standards, certification and information.
      • Standards Program provides an ANSI-accredited forum for the development of technical specifications supporting the cable telecommunications industry. It is also recognized by the ITU.
      • Produced standards such as SCTE 35 (DPI), SCTE 130 (Advanced Advertising)
  • Canoe Ventures
    • Formed by the six top MSOs:
      • Comcast, Time Warner Cable, Bright House, Cablevision Systems, Charter Communications and Cox
    • The goal:
      • to create national platforms for enhanced-TV applications such as addressable TV, and to deal with advertiser frustrations stemming from the lack of scale and compatibility of different MSOs, whose footprints individually cover a fraction of the country.
    • Sells ad placement directly to national programmers
    • Driving force behind a new generation of CableLabs specifications
  • Key Enabling Technologies
    • Dynamic Program Insertion (DPI)
    • Replacement of pure broadcast with digital pointcasting and narrowcasting
      • VoD and SDV
    • Establishment of “back channel”
      • Interactivity and data collection
    • Advanced Set-top box standards
      • eBIF
      • Tru2Way
    • Whole new range of applications
  • New Ad Placement Opportunities
    • Ad campaigns and placement increasingly dynamic
    • Advertisers want to multi-platform campaigns
    • How to represent and manage this new world ?
    Ad POD 1 Ad POD 2 Ad POD 3 Program Block 1 Program Block 2 Program Block 3 Program Block 4 Old Static Ad Avail Mappings Product Placement Telescoping Ad Telescoping Ad to Long Form Ad Targeted Ads Sponsored Show Bonus Material Product Placement Telescoping Ad w/ Transaction Capability Skipped Ad New Dynamic Ad Avail Mappings In - Navigation Ad
  • SCTE 130 Standard For Advanced Advertising
    • New standard defined by the SCTE DPI working group
    • SCTE 130 defines a set of interfaces between logical components of an advanced advertising system
    • Standardized, extensible message-based interfaces with a minimal set of cooperating logical services necessary to communicate :
      • Placement opportunities,
      • Placement decisions,
      • Placement related event data for accountability measurements
    • Enable multi-vendor interoperability through framework of interfaces among a set of advertising system logical services
    • Out side of the program insertion, the standard is “cable agnostic”
    • Standard receiving consideration in IPTV world as well
  • SCTE 130 Standard SCTE 130 defines an architecture for advanced advertising
  • Subscriber Information System (SIS)
    • A SIS provides subscriber metadata query and notification services to other logical components identified in the SCTE 130 architecture, as well as campaign managers.
      • SIS “rolls up” information from multiple data sources into a unified format
    • SIS queries employ the notion of an "Audience Qualifier" (AQ) that defines an advertising relevant attribute about a subscriber
    Demographic Data Viewing History Data Subscriber Information Service (SIS) SMS Data Demographic Data Viewing History Data SIS Client SIS Client SIS Client Viewing History Data Other Subscriber Data SIS Interface
  • CableLabs Interactive Applications Interface Specifications
    • Also referred to as Stewardship and Fulfillment Interfaces (SaFI)
    • Define a national cable technology platform to provide the “plumbing” that MSOs can provide on one end and a Common Advanced Advertising System (CAAS), such as Canoe Ventures, can plug into on the other.
    • CIP (Campaign Information Package)
      • Contains the information necessary for an MSO to execute a campaign
    • SMSI (Service Measurement Summary Interface)
      • Defines the format MSOs use to export campaign reporting data
    • IAF (Interactive Application Fulfillment)
      • Defines the format MSOs use to export the results of viewer interactions, e.g., selecting a response in a poll
    • IAM (Interactive Application Messaging)
      • Defines how an interactive application formats a message to the MSO headend for viewer interactions
  • CableLabs SaFI Reference Architecture
    • Incorporates CableLabs and SCTE 130 interfaces
  • Advertising Program - Update
    • 3 strands
      • Mobile
      • IPTV
      • Cable
    • Goal
      • Identify barriers to automating end-end process
      • Blend ‘best of’ standards and techniques from 3 strands into comprehensive solution
    • Content Encounter Demonstrations
      • Orlando 08: all 3 strands demonstrated
      • Nice 09: Mobile & IPTV
      • Orlando 09: Blended solution
    “ Insights” report based on Executive Roundtable results now available
  • Content Encounter 3 – Advanced Advertising
    • An end-to-end targeted advertising solution, proving the applicability and inter-operation of multiple industry standards/specifications:
      • TMF IPDR and OSS/J,
      • SCTE 130,
      • CableLabs tru2way/eTV
    • Demonstrates:
      • Flow-through provisioning of tru2way Set-Top Box via OSS/J APIs, including Tru2Way applications
      • Collection of viewing and application usage events via IPDR records
      • Using demographic, subscriber and usage information to drive a multi-platform targeted advertising campaign
      • Integrate HSD Usage into Video Ad targeting
      • Both VoD pre-roll and advanced application targeted ads
  • Personalized Ads – Basic Steps
  • Content Encounter: Scenario 1 Addressable Advertising
    • Benefits forService Providers:
    • Enterprise-wide platform to quickly and efficiently launch new business models that bring in new revenue streams, e.g., advertising revenue
    • Competitive advantage over print, broadcast, and web advertising models
    • Cross-product and cross-customer data integration to successfully manage a complex content value chain
    • End-to-end ROI visibility for partners through a Revenue Operations Center (ROC) that monitors revenues, costs, and margins in near-real time
    • Benefits for Advertisers:
    • Trust and verify information for campaign analysis, cost justification and advertising “placement”
  • Scenario 1 Demo Brand Manager (Pepsi) Advertising Agency Communication Service Provider End Consumer Contracts for Marketing Campaign Contracts for Ad Placement Contracts for Video, Web and Voice (Landline, Wireless) via Usage and Monthly Recurring Charge Network “ Access” Ad Placement Results Campaign Results Contract Payment Contract Payment Usage and Subscription Payment Access Discount/ Payment
  • Content Encounter: Scenario 2 High Value Advertising& Marketing
    • Benefits for Advertisers:
    • Demonstrates how profile information can be captured and shared in a trusted environment
    • Reduces cost by sending fewer ads but improving call-to-action response rates
    • Better ROI and higher conversion rate
    • Benefits for Service Providers:
    • Explores privacy and opt-in issues; shows value of private, yet accessible, data
    • Offers higher value for advert slots
    • Benefits for End Users:
    • Offers a discounted or free service subsidized by ads
    • Explores privacy and opt-in issues
    • Reduces spam, receives relevant and valuable information that meet their
  • Scenario 2 Demo Ad Delivery Ad Selection Rating and Charging
    • Insertion frequency
    • Bidding process
    Ad Control Ad Inventory Ads & Campaigns Ad Policy Entertainment Systems Information Systems Communication Systems Advertiser Accounts Ad Rating & Charging User Accounts Usage Rating & Charging
    • “ Physical Delivery”
    • Media servers
    • Physical insertion
    • E.g.: streaming servers, IPTV, MMS-C, etc
    • “ Relevancy and Control”
    • Collect context from network
    • Control both service/session and ad delivery
    • Generate inventory
    • Maintain subscriber privacy
    • Improve relevancy
  • Thank You Brian Cappellani CTO, Sigma Systems [email_address] (416) 365-3966