An Advanced Advertising for Cable and IPTV demonstration was created for Managment World 2008 in Orlando, Florida to showcase a pre-integrated, standards-based, Advanced Advertising solution from Sigma Systems, ARRIS, Biap, and BlackArrow. This solution illustrates how service providers can leverage a common infrastructure and emerging standards to enable Advanced Advertising offerings and effectively vigourously compete with other providers and platforms. This demonstration depicts how demographic data, service information, behavioral data and other valuable subscriber knowledge can be accessed and shared in order to qualify customers and present them with advertisements best suited to their potential buying interest.
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Sigma Systems provides the:
- Service Fulfillment Platform
- Subscriber Information Service
- Usage Mediation System
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ARRIS provides the:
- Video on Demand Server
- Ad Decision Manager
- Conditional Access Server
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Biap Systems provides the:
- EBIF/tru2way video set-top box platform
- AdBlocks and other EBIF applications
- Ad Decision Manager
- Physical Infrastructure (Head End and STB)
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BlackArrow provides the:
- Campaign Management
- Ad Decision Server
- Placement Opportunity Information Service
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The setting for this scenario is a retail advertiser that is conducting a campaign promoting two, separate laptop computer models: one is a high-end “gaming” model targeted toward the “advanced” user and the other is a “basic” model targeted toward the basic or “family” user.
The demonstration shows two, separate customers order digital TV services including interactive services such as eBay on TV and Video On Demand (VoD) movie applications. Each customer also elects to opt-in to receive personalized advertisements from their service provider. The services are then provisioned, and both customers begin to use their services.
As each customer engages in the use of their services, this demonstration will then show how two distinct subscriber profiles are created and refined. Subsequent advertisements opportunities fulfilled by the system will be based on these how closely the profiles match with the audience qualifiers defined for the campaign. The audience qualifiers may include service package selection, purchase intent and search history, TV channel selection, and demographics.
Use Case 1: Personalized pre-roll advertisement for VOD - When the on-demand video service is fulfilled, and as a “pre-roll” to the video each customer receives a specific laptop advertisement suited to their audience qualifiers based upon the respective customers’ service package selection, search history, channel selection, and third party demographic data.
Use Case 2: Personalized interactive Advertisement with “telescoping” - After the video service is fulfilled, each customer later uses a Yellow Pages application via their set-top box where they view a specific banner based on the same information above. The customer can then navigate to the banner ad to see more information about the product in a dedicated microsite. Within the microsite, the customer can further “telescope” into the video ad for that laptop
Figure 1 - Depicts the demonstration architecture of the joint solution