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Advanced Advertising & Subscriber Knowledge-Brian Cappellani, CTO


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Value Propostion of Advanced Advertising-Subscriber Knowledge

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Advanced Advertising & Subscriber Knowledge-Brian Cappellani, CTO

  1. 1. May 12, 2010 CIO.IT | Competition 2010 Advanced Advertising & Subscriber Knowledge Brian Cappellani CTO, Vice President of Engineering
  2. 2. Value Proposition of Advanced Advertising <ul><li>Driven by erosion of ad revenues and market share </li></ul><ul><li>Advanced Advertising provides: </li></ul><ul><ul><li>Dynamic insertion </li></ul></ul><ul><ul><li>Addressability </li></ul></ul><ul><ul><li>Measurability </li></ul></ul><ul><ul><li>Accountability </li></ul></ul><ul><li>Ability to segment and target audiences adds value to advertisers </li></ul><ul><ul><li>More than 80% of ad community willing to pay a premium for addressable TV ads ¹ </li></ul></ul><ul><li>Personalization and targeting is key to engaging the audience </li></ul>¹ Parks Associates research report, Advertising Outlook, Shifting Dollars, November 2009
  3. 3. Challenges With Subscriber Data Disparate Data “Silo” Repositories <ul><li>No common view of subscriber </li></ul><ul><li>Subscriber identifiers are varied and inconsistent </li></ul><ul><li>No discernment between Household, User, Viewer </li></ul>Managing Privacy and Security <ul><li>Subscriber Preference Controls </li></ul><ul><ul><li>Opt In vs Opt Out </li></ul></ul><ul><li>Operator Policy Control </li></ul><ul><ul><li>Defining User Access </li></ul></ul>Segmentation and Profiling <ul><li>No easy way to define new or more granular customer segments </li></ul>Performance <ul><li>Requires sub-second response times </li></ul>
  4. 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. 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. 6. Sigma’s SIS Advanced Advertising Solution <ul><li>STCE 130 standard-compliant </li></ul><ul><ul><li>Provides SCTE 130 Part 6 Subscriber Information Service (SIS) </li></ul></ul><ul><li>Enables addressable advertising </li></ul><ul><li>Leverages Sigma’s Subscriber Service Management Expertise </li></ul><ul><li>Multi-screen, multi-platform </li></ul><ul><li>Drives ad revenues and ARPU </li></ul><ul><li>Provides privacy and security </li></ul><ul><li>High performance for dynamic insertion </li></ul>
  7. 7. CableLabs Advanced Advertising Interop Use Cases
  8. 8. SIS Monetization Opportunities SIS and Personalization can turn these opportunities into revenue-generating services