RGB Networks, a network video processing provider, and OpenTV, software and technology provider of advanced digital television solutions, have developed a joint demo that shows how cable television operators can use the companies’ advanced, standards-based advertising capabilities to generate new ad revenues from their VOD services and traditional linear programming.
Using the combined OpenTV-RGB solution – which is comprised of RGB’s Broadcast Network Processor (BNP) and OpenTV’s campaign management solution – operators can digitally overlay video, graphics or text onto ads or directly within programs. Based on the SCTE 35 and SCTE 130 standards, RGB’s overlay capability combined with OpenTV’s real-time insertion and campaign management solution gives cable operators several advanced advertising options. The first is to “localize” national ads by adding locally-relevant information. For example, individual cable systems can add in real time the addresses and other promotional information for local restaurant franchises to a single, nationally broadcast ad. Operators can also use overlays as ads themselves, which can be added to live or on-demand programming. Because these ads appear within actual programs, they cannot be skipped and do not interrupt program viewing. Additionally, overlays can be used as “triggers” for interactive or telescoping ads.
“The advertising opportunity for cable operators is already substantial, and with the new generation of advanced advertising capabilities that we’re offering with OpenTV, cable operators will have the tools they need to dramatically grow their advertising revenues,” said Jeff Tyre, Director, Product Marketing for RGB Networks. “Combining ad insertion, digital overlay and extremely high stream processing density, our Broadcast Network Processor gives cable operators unprecedented abilities to easily and continually localize ads based on location, language and other factors to generate new ad revenues.”
”We are moving beyond the traditional 30-second spot and opening up new advertising possibilities for cable operators,” said Bruce Dilger, VP R&D and Chief Architect for Advanced Advertising at OpenTV. “The combination of OpenTV’s campaign management with RGB’s overlay technology demonstrates a new breed of advertising product that is inherently addressable and audience focused. It’s exciting to apply these new, flexible standards to achieve dynamic, localized ad insertions that enhance the viewer’s experience while expanding the opportunities for advertisers.”
