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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  • 1. May 12, 2010 CIO.IT | Competition 2010 Advanced Advertising & Subscriber Knowledge Brian Cappellani CTO, Vice President of Engineering
  • 2. 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
  • 3. 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
    • Requires sub-second response times
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. CableLabs Advanced Advertising Interop Use Cases
  • 8. SIS Monetization Opportunities SIS and Personalization can turn these opportunities into revenue-generating services