special report targeted advertising
framework for advanced advertising visual trigger for interactive TV.
systems and can also be leveraged by Overlays can notify viewers that they
telcos. SCTE 130-based platforms can can push a button on their remote
support a mixture of real-time ad control to initiate a separate interactive
management services such as those session, which brings up a new viewer
required for ad splicing and digital screen (eg electronic programme
overlay insertion, and they can unify guide) for accessing on-demand
content scheduling and management content. This is the basis for ad
across linear, on-demand and telescoping, allowing interested
interactive sessions. viewers to drill down into product or
Using network video processing for sponsor information or into content
ad overlays enables the insertion of related to the original linear or on-
very rich, complex graphic overlays and demand advert they were viewing.
can include such elements as full- The benefits of digital ad overlays
motion graphics and video with full apply equally to linear and on-demand
alpha blending - and even picture-in- television. However, when used in the
inserting on-screen banner ads within
Localisation of a
picture. Such visually compelling on-demand environment the potential
programming - something that
national ad with
digital overlays.
richness can have a major impact on for targeting is increased, since the
maintains brand visibility even during the effectiveness of an ad campaign, underlying session initiation is with a
PVR fast-forwards. while the network operator is assured specific viewer and based on known
of consistent quality of experience criteria, including recent viewings.
The benefits of network (QoE) across all video display devices. Digital overlays offer much promise
processing For example, interactive prompts are to cable and IPTV operators as they
visible to everyone, regardless of how seek to serve their subscribers better,
There are overlay solutions that old their set-top box is, and operators generate more advertising and
render and insert content inside a avoid the need to manage software for marketing revenue, and step beyond
digital set-top box, using baseband multiple makes and models of the traditional 30-second commercial.
overlay into a decompressed video customer premise equipment. Like broadcasters do today, operators
signal, but these have several With network video processing, can employ digital overlays to insert
disadvantages. First, operators need to advanced advertising can be deployed customised text, graphics, and video
send descriptive data to the set-top box faster than using a set-top box into their programming, including in-
and this has to be part of the video approach. The operator only needs to house promotions such as barker
multiplex with proper timing and create one piece of overlay content for channels. Digital ad overlays can be
mapping, making this a complex an ad campaign element, which can used to encourage interactivity and
process. More significantly, the limits of
It is
then be used on all receive devices and move operators towards the Holy Grail
set-top box graphics engines, and the
important
even across platforms, from Enhanced of truly addressable advertising.
need to work with the lowest common
that network
TV (ETV) to broadband video, mobile
denominator among the various set- video and interactive gaming. So A solution for the times
tops deployed, reduces the richness of
operators are
overlay ads can be placed on several
the overlay effects. In most cases,
not deterred
different service platforms at once By reducing creative production
overlay ads delivered in this way are
from the because they are centrally managed in costs, digital overlays encourage
restricted to text and primary shapes
opportunities
the network, rather than in customer advertisers - especially smaller ones -
and colours.
of
premise devices. to continue advertising during tough
To work effectively on a large scale,
digital ad overlay requires network-
personalised
economic conditions. This cost-saving,
New opportunities with along with improved addressability,
based video processing. The key
advertising
digital overlays will boost television advertising.
components are a statistical multiplexer by expensive Network operators enhance their
and the means to groom primary video
implement-
Digital ad overlays provide an position in the value chain by enabling
content and to insert secondary content
ations and
unprecedented opportunity and advertising rather than just carrying it.
(the overlays) directly into it at the
long-range
versatility for television advertisers to By keeping the advert overlay
MPEG elementary stream level. New update messages and keep adverts process out of the customer premise,
video processing solutions combine
ROI
fresh. Updates can range from and out of baseband, advanced
these components in a single high-
forecasts.
modifying conventional 30-second technology is now making it possible to
density device, allowing for the
The payback commercials with a relatively simple scale this solution across hundreds of
insertion of digital overlays in real time
on digital ad
‘message of the day’ or different ad channels. It is important that network
at a central location.
overlay plays
information can be scheduled to run operators are not deterred from the
For digital ad overlays the content
well in the
during morning, afternoon and evening opportunities of personalised
delivery platform should be fully programming. Large graphic production advertising by expensive
compliant with accepted standards for
finance
teams are no longer needed to alter implementations and long-range ROI
content insertion, such as those department, adverts - with digital overlays, forecasts. The payback on digital ad
developed by the SCTE for US cable
especially in
marketers can quickly and overlay plays well in the finance
operators and which are now being
a recession
inexpensively change the price, department, especially in a recession.
adopted throughout Europe. SCTE 30 lengthen an offer or provide In addition, research proves that
standardises the content server/splicer countdowns to an event, stating consumers appreciate advertising that
interface and SCTE 35 provides for four…three…two days left. is more relevant to them, so this
splice cue messaging. The SCTE 130 Additionally, cable operators and concept will be well received by
standard (formerly DVS 629) defines a telcos can use digital overlays as the subscribers as well.
42 l ibe l may/june 2009 l www.ibeweb.com
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44