Interactive TV News Round-Up (V): PointRoll, SeaChange, On Demand Group, Melita

--PointRoll Study Finds Interactive Video Advertising More Effective
--SeaChange Appoints New CFO
--SeaChange's On Demand Group Trumpets Success of Melita's VOD Service

Due to the large volume of news generated by last week's 2012 International Consumer Electronics Show (CES), we are covering stories in this issue in round-up/summary format. We anticipate that it will take us several more days to process all the news from the show: so if your company has sent us a press release or briefed us on an announcement, and you don't yet see your news covered in this issue, please bear with us.

  • Gannett-owned digital marketing technology provider, PointRoll, has released the results of its recent Video Benchmark Study and unveiled a new set of in-stream video formats. "The study...concluded that 78% of viewers completed 100% of interactive in-stream ads, compared to 69% who completed 100% in-stream ads without interactive elements," the company states in its press materials. "Additionally, interaction rates, where users specifically took an action within the ad, for in-stream video ads were more than three times higher than that of in-banner video ads. PointRoll's Video Benchmark Study, which compared campaign results from April-December 2011, also revealed some interesting nuances across vertical ad categories. Among those that were top performing across interactive in-stream ads were automotive, entertainment and non-profit organizations. Consumer electronics manufacturers, consumer goods manufacturers and telecommunications companies were among the top three vertical categories for in-stream video ads that did not include interactivity...Additionally, in response to the growing demand PointRoll has seen for more interactive elements in video ads, the company has introduced new video formats from basic in-stream to bold interactive and dynamic formats including an interactive in-stream ad unit which incorporates local product offers into an overlay that coincides with the pre-roll ad." More information on PointRoll's Video Benchmark study is available here; and more information on its new in-stream formats is available here.
  • SeaChange International has announced the appointment of Michael Bornak as its CFO (effective January 23rd), following the resignation of Kevin M. Bisson (see the article published on itvt.com, January 17th). In addition to serving as CFO, Bornak will hold the positions of treasurer, secretary and SVP of finance and administration. "Bornak comes to SeaChange from Tollgrade Communications, Inc., where he served as chief financial officer and treasurer since 2009, and was instrumental in returning the company to profitability in 2010 and 2011 from years of losses," the company states in its press materials. "Bornak has also served as CFO for several companies in a variety of industries, including Solar Power Industries, Inc., MHF Logistical Solutions, Inc., Portec Rail Products, Inc., and was a certified public accountant at Ernst & Young. Bornak has taken companies public, managed mergers and acquisitions and delivered superior financial performance throughout his career. Bornak is the holder of an Executive MBA from the University of Pittsburgh and has maintained his certified public accountant status."
  • In other SeaChange news: The company's content-aggregator subsidiary, On Demand Group (ODG), has announced that in the four months since Maltese cable operator, Melita, launched its OnDemand! VOD service--which was developed and is managed by ODG--its subscribers have used the service more than 250,000 times. "The success of OnDemand! is extremely encouraging," Melita's TV product manager, Ivor Micallef, said in a prepared statement. "The beta testing period helped us to learn a lot about user experience and content preferences. Customers are finding it extremely simple to use and, of course, convenient. While content is updated on a weekly basis we are now looking at adding more content houses which will boost our content selection. Amongst the new OnDemand! series, customers can already enjoy 'Mad Men' and 'Friends' and will shortly include top comedy series like 'One Tree Hill' and 'Big Bang Theory' among others."
North America