Multi modal adframework

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  • 1. A Multi-Modal Ad Abstract: A state-of-the-art Ad framework whichFramework addresses complexities of TSP transformation in the face of an increasingly web-dominated mobile advertising landscape is presented. Services and roles TSPs must play to assure sustained revenues by leveraging existing infrastructure are discussed.Authors:Chitresh Markanda, Principal Consultant –IP networksGururaj Phadnis, Sr. Consultant- IP networksRaj Sahakari, Sr. Consultant- Customer Premise TechnologiesChirag Shinde, Consultant in Wireless Technologies © Tech Mahindra Limited 2010
  • 2. Table of ContentsIntroduction ............................................................... 2Directions in Advertising ................................................ 2TSP‟s role in advertising eco system .................................. 3How TSPs Can Benefit ................................................... 4Conclusions ................................................................ 6 © Tech Mahindra Limited 2010 1
  • 3. IntroductionAccording to Industry experts, advertising will be worth over $42 Billion by 2012 with 48% share forCable and broadcast and 52% for Internet advertising. Mobile advertisement is rapidly growing andestimated to have 25% market share by 2012.In most developed as well as emerging markets - 50% of mobile users are internet and media users (China 56%, UK 50% M Metrics 2009) AdMob reports 253 million mobile advertisement impressions for UK in January 2009 46% of 11‐25 year olds would swap their mobile phone provider if offered free calls and text in return for receiving ads (Q Research, 2008) Set-Top-Boxes (STB) are evolving to provide desktop-style interactive servicesThis white paper presents opportunities for TSPs to generate revenue from advertising from existinginfrastructure. We look at some trends in advertising, the current role played by it and variousopportunities in this eco-system.Shown below is the current eco-system for advertising: Fig 1: Current Eco-systemDirections in AdvertisingAd-value chains are evolving at both the ends; on the distribution side, TSPs are leveraging theirsubscriber numbers and profiles and on the production side, Ad agencies, Media publishers, Brands,Web Players as well as some TSPs are building Ad services centered around Ad repositories and bureaus.Users are demanding high quality content and media services to improve their User Experience.Content must be focused to user contexts and interests. Advertisements can also beneficially followthis trend. According to DMNews Yahoo is refocusing and investing $75 million on advertisinginfrastructure and user experience after a 13% decline in revenue. The advertising updates includerefining the user experience with ads and getting rid of what Yahoo CEO Carol Bartz calls “irritatingads” and “high frequency ads” which can detract users.Contextually appropriate ads are less distracting to the user and also have a better chance ofconversion, content being a natural context. Other parameters include location and capabilities of usercontent access devices such as handhelds and set top boxes. This sentiment is echoed by several large © Tech Mahindra Limited 20102
  • 4. players in the content space such as Yahoo, Google and Canoe. Last year CBS in partnership with Looptlaunched location based mobile advertising with the ability to hone in on a consumer‟s exactwhereabouts and present non-intrusive and informative Ad content. Such trends are expected tocontinue.According to Ad Age magazine YouTube is selling ads against “hundreds of millions of views” eachmonth. YouTube users upload 15 hours of video every minute of the day. Tweeters sent an average ofnearly 240 mobile tweets per person for the quarter (Nielsen 2009). Offering interactivity to usersempowers them and along with User Generated Content (UGC) plays a critical role in enhancing userexperience. Advertisers increasingly seek to leverage interactivity and UGC platforms to personalizeAds. According to market predictions (Parks Associates) spending on Interactive Ads will amount toabout $49 million in 2009, the sector is expected to expand exponentially over the next few years,exceeding $4 billion by 2014.Convergence is adding new dimensions to advertising. A case in point is the recent acquisition of NBCUniversal by Comcast. To monetize their vast presence in the content world, both NBC Universal andComcast are accelerating mobile content distribution. A desire to capture the largest audience possibleis driving convergence of 4 screens in this case, with Comcast rolling out its 4G mobile network InDecember, 2009. Ad platforms have the ability to splice add into web based, broadcast and mobilecontent.TSP’s role in advertising ecosystemCurrently, TSPs are passive participants in the ecosystem as providers of messaging and data services tosubscribers, acting as delivery channels for Ad campaigns. The current TSP share of advertisementrevenue is limited to offering these delivery channels and will be completely eroded in the changingweb-dominated landscape. The biggest asset, however, will always be the subscriber base, withsupporting technologies developing around available delivery channels.TSPs will play significant roles as business facilitators between various players. As a technology serviceprovider the TSP can better utilize user contextual information which already flows through thenetwork. Much needed end-to-end services can be brought to advertisers, content providers andsubscribers. In emerging business models, critical roles which TSPs can play are: Content Delivery Network Provision Content Vectoring Service Provision User Profiling Service Provision Ad Vectoring Service Provision © Tech Mahindra Limited 2010 3
  • 5. TSPs have major investments in existingIP infrastructure. Experience shows thatContent Delivery Channels can be easilyover-layed on such infrastructure and infact lead to optimal network utilization.So far TSPs have been content tooutsource distribution to IndependentCDN providers such as Akamai. However,TSPs are realizing the extent of controlexerted by CDN providers and Webplayers by proxy, on their customers.This has lead to a backlash; TSPs likeBritish Telecom, Verizon and AT&T arestarting to roll-out their own CDNs Fig. 2: Emerging Eco-systemHow TSPs Can Benefit Fig. 3: Current TSP Assets The shift to online ads is expected to accelerate through 2011 and Internet players will capture a greater share of the market. Google, Yahoo and other web players give advertisers an edge with “Click” analysis to allow strategized and personalized Ad placement. Moreover, web based providers also offer huge content variety and innovation to capture audiences world-wide, unmatched by TSPs currently. In the new role TSPs will have a head start in terms of „Click and Context‟ information and can claim a larger share of Ad revenue. TSPs also possess vast subscriber bases, the „ultimate‟ asset in this game. Minimal investment in Ad, Content and UGC platforms will allow TSPs to cater to all kinds of delivery channels using a commoncontent repository. Content can be acquired through industry partnerships similar to deals such asComcast and NBC. Vast subscriber bases will be attractive to content developers, in any case. An Adplatform working synergistically with TSP content portals will create and maximize Ad channels.Subscribers could be retained without actively developing content. Splicing of Ads into viewer contentcould restore lost revenue chunks. © Tech Mahindra Limited 20104
  • 6. STB evolution towards desktop style platforms enables interactivity on digital channels. Browsers onmobile handhelds mean that “Click” intelligence and interactivity are a given. Upcoming bandwidthenhancements like LTE and rapidly increasing mobile computing power mean band-width intensive andmedia rich mobile applications will displace stationary desktops as the preferred mode of informationaccess. Traditional television subscribers are not going to change viewing habits anytime soon but willappreciate the added value of innovative interactive services.TSPs possess point in time user device, location, state and even location history giving uniqueopportunities to personalize advertisements and content. User content access patterns are also likely toreveal significant information about habits and interests. TSPs offering quad-play packages havesubscriber intelligence for both mobile and non-mobile contexts. These packages will need Contentportals and supporting Ad platforms that are truly quad-play ready, to thrive in the new environment.Tech Mahindra‟s multi-modal Ad and Content Delivery framework addresses the complexity of massiveprofiling and contextual delivery to ensure an optimal user experience. It uses various advancedmathematical models to achieve this. Artificial Intelligence (AI) is used for pattern detection inextremely large user profile data sets. User habits are collected as habit vectors which can flexiblychange over time. Evolutionary algorithms in conjunction with connectionist models adapt to userbehavioral changes correlating them to contextual changes. Learning techniques are used to track userclicks and learn patterns in content viewing and buying habits. Hidden Markov and other statisticalmodels are used to guide optimal pricing policies and minimize intrusiveness of Ad impressions. Theyalso provide focused user content against very large content and ad repositories.The framework provides: Interactive and personalized advertising in textual, voice, images and video formats. Optimal Ad recommendation, positioning and scheduling algorithms Quad-play ready, content aware Ad splicing and presentation Subscription management. Point in time subscriber intelligence Standardized query/search interfaces Control over privacy intrusion DRM and rights management AI query and content analysis Interfaces for audience measurement tools Fig. 4: TSP’s Emerging Role © Tech Mahindra Limited 2010 5
  • 7. ConclusionsRapidly growing converged telecom services are attracting many eco-system players as keyadvertisement revenue channels. TSPs have been marginalized as delivery channels providers. Webcontent providers are dominating the new advertising landscape. TSPs now must play a larger role bycreating many critical services based on their existing assets. The start-of-the-art Tech Mahindra Adframework can help address the many complexities involved in realizing these services.ABOUT TECH MAHINDRA:Tech Mahindra is a global systems integrator and business transformation consulting organizationfocused on the communications industry. With the convergence of media and telecom, the changinglandscape of the telecom industry is becoming extremely competitive. As companies rapidly strive togain a competitive advantage, Tech Mahindra helps them innovate and transform by leveraging itsunique insights, differentiated services and flexible partnering models. This has helped our customersreduce operating costs and generate new revenue streams. Margins from connectivity are rapidly fallingand future growth in revenues will only come from new applications, content and services. Hence,operators today are busy addressing business opportunities revolving around commerce, content,convergence and customer experience to gain a sustainable competitive advantage. At Tech Mahindra,we understand this and we offer solutions that help our customers achieve their business goals. © Tech Mahindra Limited 20106