An Addressable TV Solution Gets An IBC Spotlight


Among the plethora of broadcasting industry demonstrations and presentations seen last week at IBC2018 in Amsterdam is one that will certainly be of interest to TV station owners across the U.S.

An advanced data solutions provider and content protection specialist teamed up with a company dedicated to the digital home to show off an “end-to-end” solution for addressable TV with partner Viznet.

The pre-integrated solution from Viaccess-Orca (VO) and partner SoftAtHome enables household targeting on operator-controlled devices, including frame-accurate Dynamic Ad Insertion (DAI) on set-top boxes (STBs) for linear multicast and on-demand TV.

“With TV advertising revenues being challenged by digital advertising, channels see addressable TV as a new growth opportunity,” said Alain Nochimowski, EVP/Innovation at Viaccess-Orca. “For this opportunity to come to fruition, operators must offer notably granular audience segmentation capabilities across their footprints. However, subscribers’ data privacy and security must be a top priority, especially in the wake of the European Union’s stringent General Data Privacy Regulation (GDPR).”

The addressable TV tool integrates VO’s audience management capabilities, which includes unique AI-extracted insights.

The SoftAtHome DAI tool for STBs provides “frame-accurate” ad insertion on live and on-demand content. With its Eyes’ON TV-ad audience measurement solution, SoftAtHome also delivers a tracking solution to monitor and monetize inserted ads.

“The ability to provide a frame-accurate dynamic ad insertion technology to meet the demanding requirements of TV services providers — notably in terms of user experience and service scalability both for linear and on-demand content — will be key to the success of addressable TV,” said SoftAtHome Marketing Director of Innovation and STB David Souhami. “The TV industry, including content owners, has recognized the unique benefits of our DAI and audience-metering solutions, already being tested by leading European TV operators.”

Viznet brings to the table its combined advertising and TV industry expertise, providing technology solutions to facilitate ad decision-making and bridge the programmatic ad world with the TV world, enabling players to access substantial addressable TV revenue opportunities.