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Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
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Targeted TV -The Future of Addressable Advertising

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Brian Cappellani, CTO Sigma System's presents at the Light Reading Event -Cable Next Gen Video

Brian Cappellani, CTO Sigma System's presents at the Light Reading Event -Cable Next Gen Video

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  • The type of information contained in SIS can potentially also be leveraged to support other applications to help further justify an SIS investment. These include: Automated targeted up-sell recommendations/promotions for CSRs, IVR on-hold messaging and web portal promotions Automated rules that determine what additional service(s) a subscriber may most likely be interested in based on current services and usage Support customer care retention and loyalty programs – support staff can more readily identify the incentive that is more likely to keep a given subscriber Provide marketing reports to assist in identifying new service product opportunities SIS information can be used to assess potential demand for a new service Potential to personalize cable operator-provided video and Internet applications Can use information about likely family makeup and interests to modify interface and content to better meet user needs Customer support applications — i.e. identify STBs impacted by an outage Could support query to identify services and subscribers impacted by a service outage
  • Transcript

    • 1. Targeted TV – The Future of Addressable Advertising Brian Cappellani Light Reading Live: Cable Next Gen Video Strategies
    • 2. <ul><li>Cable’s attractiveness to advertisers is under threat from a variety other Video competitors and new Internet and “Over the Top” providers </li></ul><ul><li>To compete, cable needs to extend their infrastructure to support: </li></ul><ul><ul><li>Interactive Capabilities and Content </li></ul></ul><ul><ul><li>Targeting with detailed knowledge of the viewer </li></ul></ul><ul><ul><li>Reporting – Need to justify the success of an ad with Rapid Measurable results </li></ul></ul><ul><li>Advanced advertising capabilities need to be delivered cost-effectively through: </li></ul><ul><ul><li>Standardizations between components </li></ul></ul><ul><ul><li>Reuse of existing infrastructure </li></ul></ul>Cable’s Opportunity with Advanced Advertising
    • 3. SCTE 130 / DVS 629 Standard For Advanced Advertising <ul><li>New standard defined by the SCTE DPI subcommittee : </li></ul><ul><li>“ a standardized and extensible message based interface defining a minimal set of cooperating logical services necessary to communicate: </li></ul><ul><ul><li>placement opportunities, </li></ul></ul><ul><ul><li>placement decisions, </li></ul></ul><ul><ul><li>and placement related event data necessary for accountability measurements” </li></ul></ul><ul><li>Defines an extensible xml-based framework of interfaces among a set of advertising system logical services, to enable multi-vendor interoperability </li></ul><ul><li>Standard receiving consideration in IPTV world as well </li></ul>
    • 4. SCTE 130 System Interactions
    • 5. Subscriber Information System (SIS) <ul><li>A SIS provides subscriber metadata query and notification services to other logical components identified in the SCTE 130 architecture, as well as campaign managers. </li></ul><ul><ul><li>SIS “rolls up” information from multiple data sources into a unified format </li></ul></ul><ul><li>SIS queries employ the notion of an &amp;quot;Audience Qualifier&amp;quot; (AQ). An audience qualifier is a simple name/value pair (eg. Age/18-25) that defines an advertising relevant attribute about subscriber </li></ul><ul><li>A combination of Audience Qualifiers is called an “Audience Qualifier Sequence” (AQS) which can be used to characterize any desired population of subscribers </li></ul><ul><ul><li>Ie. identify a market segment </li></ul></ul>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
    • 6. Subscriber Information System (SIS) <ul><li>SIS will need to respond to real-time queries as well as non real–time queries </li></ul><ul><li>Queries that SIS will support include: </li></ul><ul><ul><li>Provide AQs for particular STB </li></ul></ul><ul><ul><li>Provide list of names for all available AQs in SIS </li></ul></ul><ul><ul><li>Provide list of possible values for a particular name </li></ul></ul><ul><ul><li>Provide number of subscribers that match particular AQS </li></ul></ul><ul><ul><li>Provide list of STBs that have particular AQS </li></ul></ul>
    • 7. Sources of Existing Subscriber Information <ul><li>Third party demographic and psychographic information </li></ul><ul><li>Cable Operators have multiple silos of subscriber information of value for targeted advertising </li></ul><ul><ul><li>Subscriber service profiles in Service Management Systems </li></ul></ul><ul><ul><ul><li>Existing services, customer address, STBs, # of eMails, location in network </li></ul></ul></ul><ul><ul><li>VoD &amp; PPV viewing records </li></ul></ul><ul><ul><ul><li>Viewing preferences and behavior </li></ul></ul></ul><ul><ul><li>LD usage records </li></ul></ul><ul><ul><li>Customer viewing habits and preferences tracked by OpenCable and tru2way compliant STBs </li></ul></ul><ul><li>Challenge is to: </li></ul><ul><ul><li>collect </li></ul></ul><ul><ul><li>correlate </li></ul></ul><ul><ul><li>relate </li></ul></ul><ul><li>the data </li></ul>
    • 8. Privacy and Security <ul><li>Privacy of subscriber information must be strictly enforced </li></ul><ul><ul><li>No access to the AQ profile for an identifiable subscriber (ie. name and address) </li></ul></ul><ul><ul><li>Strong firewalls to protect access to SIS </li></ul></ul><ul><li>May need to be an option for a subscriber to opt in/out </li></ul><ul><li>Attitudes on usage/behavioural data are evolving </li></ul>
    • 9. SIS Evolution <ul><li>SIS can start small and evolve to incorporate more information sources and AQs over time </li></ul><ul><li>Initially use demographic data </li></ul><ul><li>Information from a Service Management System provides good starting point for developing key “subscriber targeted” AQs </li></ul><ul><ul><ul><li>Subscriber location – address and network </li></ul></ul></ul><ul><ul><ul><li>Current video, internet, and voice services </li></ul></ul></ul><ul><ul><ul><ul><li>Premium channels/packages, #of emails, etc. </li></ul></ul></ul></ul><ul><ul><ul><li>STB IDs and type </li></ul></ul></ul><ul><li>Evolve to usage / behaviour based information </li></ul>
    • 10. Subscriber Information System (SIS) : Other Uses <ul><li>“ In house” ads </li></ul><ul><li>Automated targeted up-sell recommendations/promotions for CSR, IVR on-hold messaging, Web portal </li></ul><ul><li>Customer care retention program </li></ul><ul><li>Personalize video and Internet value-add applications </li></ul>
    • 11. In Conclusion <ul><li>Subscriber data is a critical building block for any Advanced Advertising system to effectively target ads to the viewer </li></ul><ul><li>Subscriber Information Systems (SIS) and associated Collection and Analytics are key infrastructure MSOs need to implement to unlock the value of this data </li></ul><ul><li>The SIS system can start “small” by leveraging existing information in the service management layer on top of demographics </li></ul><ul><li>Appropriately designed, this SIS infrastructure can also be utilized to: </li></ul><ul><ul><li>Help MSOs to more effectively up-sell and promote their services </li></ul></ul><ul><ul><li>Support other MSO created applications </li></ul></ul>
    • 12. Brian Cappellani [email_address] 416-365-3966 Thank You !

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