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Advanced Advertising & Subscriber Knowledge-Brian Cappellani, CTO
 

Advanced Advertising & Subscriber Knowledge-Brian Cappellani, CTO

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Value Propostion of Advanced Advertising-Subscriber Knowledge

Value Propostion of Advanced Advertising-Subscriber Knowledge

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    Advanced Advertising & Subscriber Knowledge-Brian Cappellani, CTO Advanced Advertising & Subscriber Knowledge-Brian Cappellani, CTO Presentation Transcript

    • May 12, 2010 CIO.IT | Competition 2010 Advanced Advertising & Subscriber Knowledge Brian Cappellani CTO, Vice President of Engineering
    • Value Proposition of Advanced Advertising
      • Driven by erosion of ad revenues and market share
      • Advanced Advertising provides:
        • Dynamic insertion
        • Addressability
        • Measurability
        • Accountability
      • Ability to segment and target audiences adds value to advertisers
        • More than 80% of ad community willing to pay a premium for addressable TV ads ¹
      • Personalization and targeting is key to engaging the audience
      ¹ Parks Associates research report, Advertising Outlook, Shifting Dollars, November 2009
    • Challenges With Subscriber Data Disparate Data “Silo” Repositories
      • No common view of subscriber
      • Subscriber identifiers are varied and inconsistent
      • No discernment between Household, User, Viewer
      Managing Privacy and Security
      • Subscriber Preference Controls
        • Opt In vs Opt Out
      • Operator Policy Control
        • Defining User Access
      Segmentation and Profiling
      • No easy way to define new or more granular customer segments
      Performance
      • Requires sub-second response times
    • What Operators Need To Do Deliver Relevancy Enable 360 Degree Customer View Personalize Subscriber Preferences Enhance Data Segment Audience Maximize Privacy & Security Leverage Standards Optimize Sub Data Management for Advanced Advertising
    • Benefits Improved Subscriber Data Management & Customer Knowledge Potential for Improved Ad Revenues & ARPU Improved Operations & In-house Marketing Efficiencies Standards-based Approach to Accessing Data Can Ease Implementation & Enhance Performance Makes Segmentation, Profiling & Addressability Easier Solves Audience Reach, Ad Effectiveness & Ad Efficiency
    • Sigma’s SIS Advanced Advertising Solution
      • STCE 130 standard-compliant
        • Provides SCTE 130 Part 6 Subscriber Information Service (SIS)
      • Enables addressable advertising
      • Leverages Sigma’s Subscriber Service Management Expertise
      • Multi-screen, multi-platform
      • Drives ad revenues and ARPU
      • Provides privacy and security
      • High performance for dynamic insertion
    • CableLabs Advanced Advertising Interop Use Cases
    • SIS Monetization Opportunities SIS and Personalization can turn these opportunities into revenue-generating services