ADM with Hybrid Interfaces
To facilitate the transition to SCTE 130 and dynamic, addressable advertising, an ADM can be implemented with hybrid interfaces. As shown in Figure 5, the Hybrid ADM can have an interface to an SCTE 130 ADS, but can concurrently connect to the legacy T&B System.
Figure 5: Hybrid ADM enables pragmatic migration path
When controlling zoned advertising or virtual zoned advertising, there is no change necessary to the selling systems and processes. This pragmatic approach reduces the initial change experienced by the ad sales force and the ad agencies to near zero. An ad schedule is still created and maintained by the T&B System for either the geographic zones or the virtual zones. Reporting via an “as-run” file remains the same.
The ADM provides several benefits. First, it enables ad caching. Unlike today, if two zones are using the same ad, it is not necessary to stream the ad twice. In addition, if an ad asset is used on one channel and minutes or hours later, the same ad asset is used on the same or a different channel, it is unnecessary to resend the same asset. This produces transport and streaming savings, and enables the higher scalability that will be necessary with increased targeting.
The second benefit is applicable to SDV systems. The ADM can augment the reporting mechanism-today’s ad-run file-with feedback on actual ad impressions, based on SDV viewership information. This extra feedback can be packaged into an additional reporting service that the operator can sell to its advertiser or ad agency clients.
Therefore, there is no need to transition to a full unicast model overnight. MSOs can gradually migrate their channels from multicast to unicast over time, selecting specific channels or even specific tuners for unicast while keeping the rest in multicast. This concept is also known as Selective Unicasting.
ADS-originated ads can be gradually introduced with either a smooth migration or an overlay to existing geographic zones:
- By channels: some channels can use schedule while others are dynamically selected
- By ad zones: while some zones are scheduled, others use ADS
- Per ad break; or
- In a mixed, targeted default
Summary
As operators look to advance their advertising offering and get to the end goal of one-to-one addressability, interactivity and detailed measurements, they are faced with the burden of existing ecosystems, business practices, and uncertain economic climate. They need to be able to gradually migrate from their existing zoned-based infrastructure to a full unicast delivery model, while maintaining their revenue stream, and minimizing their CAPEX as well as OPEX.
Virtual zoning provides a logical next step that takes advertising forward, provides better level of addressability without requiring additional spectrum, and keeps CAPEX at low levels. It is a natural step on the path to linear unicast. While SDV was originally deployed by MSOs to reclaim spectrum and allow introduction of new services on top of the existing HFC plant, it now becomes a powerful tool for reporting as well as a vehicle for migrating from multicast to unicast, which is viewed by the industry as the promised land of television personalization.
Virtual zoning and an ADM with hybrid interfaces both provide pragmatic migration paths to next generation networks, with ability to introduce improved targeting. They allow the industry to take advertising forward while, at the same time, offering increased addressability with low capital expenditure requirements and without needing additional spectrum. It is a natural next step on the path to linear unicast.
Abbreviations and Acronyms
ADM Ad Delivery Manager
ADS Ad Decision Service
ARPU Average Revenue Per User
CAPEX Capital Expenditures
CIS Customer Information Service
DMA Designated Market Area
EBIF Enhanced TV Binary Interchange Format
HD High Definition
HFC Hybrid Fiber/Coax
MSOs Multiple Systems Operators
OPEX Operational Expenditures
QAM Quadrature Amplitude Modulation
RF Radio Frequency
SCTE Society of Cable Telecommunications Engineers
SDV Switched Digital Video
SIS Subscriber Information Service
STB Set Top Box
T&B System Trafficking and Billing System
VOD Video on Demand
About the authors:
Yaron Raz is Director of Video Solutions Marketing for BigBand Networks. As Director of Video Solutions Marketing at BigBand Networks, Yaron is responsible for the relationships with key customers and partners defining innovative products and solutions in the areas of Personalized TV, Advanced Advertising, and Switched Digital Video. Throughout the course of his 18-year career, Yaron has held various technical, marketing, and R&D roles in the telecommunications industry. Before joining BigBand, Yaron served in various Marketing and R&D management positions for Nokia Siemens Networks, where he has been a significant contributor to the introduction of the first Carrier Ethernet Switches in the market place. Previously Yaron served in R&D positions for IBM and Intel. Yaron holds a master’s of business administration with honors from the University of Herriot Watt in Edinburgh UK and a bachelor’s of science degree with honors in electrical engineering from the Institute of Technology, Israel.
John Reister is Chief IPTV Architect, BigBand Networks. John Reister is shaping BigBand Networks’ IPTV solution. Prior to joining the company, John Reister was chief technology officer with Copper Mountain Networks, a leading DSL access platform vendor. While there he managed video distribution and regulatory strategy, and developed several new technologies. John has also held positions at Bain & Company and Sun Microsystems. He holds a bachelor’s of science degree from Pennsylvania State University, a master’s of science degree in mechanical and aerospace engineering from Princeton University and a master’s of business administration from the Wharton School of the University of Pennsylvania.
