Addressable Advertising

Benefits of addressability

For advertising sales teams:

• Increased value of existing inventory by reaching audiences more effectively
• Opportunity for additional advertising revenue streams
• Messaging according to your viewer’s profile
• Increased ratings for programming as a result of more engaged viewers
• Improved ability to compete against threats to television advertising budgets

For service providers:

• A more clearly identifiable and addressable customer for promoting system services and products
• Customized marketing to “at risk” households for acquisition, retention, and upgrades
• Enhanced promotional opportunities for the service provider’s own products such as HD, telephone, and premium services.

How it works

Either at the headend or in the client device, the Ad Decision Engine determines in real time how advertising content is combined with linear, on-demand or recorded content, when the opportunity to insert a commercial arises. The seamless switching is achieved either using ads stored in the client device or using a switching mechanism (broadcast or broadband) to insert the ads at the headend. Playback information and logs are sent back to a data collection server that forwards the verification logs to the campaign management and audience analytics solution. Finally, the campaign management system processes the verification files for billing and generates make-goods to fulfill the advertiser’s campaign objectives if necessary.