--Preserve Watermark for Nielsen C+3 Ratings, Claim 80%+ of Viewers OK with FF-Disabled VOD
Cox Communications, the US's third-largest cable MSO, and Time Warner-owned programming giant, Turner Broadcasting System, announced Wednesday that they had successfully measured advertising exposure in VOD content located within Cox's MyPrimetime On Demand service. In a trial effort, the companies say, Turner confirmed that timeshifted VOD viewing of its programs could be counted toward Nielsen C+3 ratings, a key industry measure that is designed to indicate how many viewers are exposed to commercials within three days of the original airing of the program with which those commercials are associated.
--Capability Based on Twister Platform, Co-Developed with Thunderworx
Cyprus-based telco, PrimeTel, announced last week that it has launched red-button interactive advertising functionality on its IPTV platform, PrimeTV. The service, which the company bills as enabling "advertising elements to be seamlessly integrated into [the] user interface," allows viewers to use their remotes to navigate a menu that allows them to, for example, access additional information on an advertised product, view product-related photos and video clips, locate the nearest store or showroom, request brochures or test drives (in the case of automobile commercials), and replay commercials.
Interactive TV advertising company, BrightLine iTV Marketing Specialists (note: for an in-depth overview of the company and the space in which it operates, see the interview with its founder and CEO, Jacqueline Corbelli, that was published on itvt.com, May 26th), announced Monday that it has appointed Meg Meurer Brossy as SVP of business development.
--Interfaces Are Key Component of US Cable Industry's Plans for Unified Advanced Advertising Platform
US cable-industry research, development and standardization organization, CableLabs, announced Wednesday the release of a new set of specifications, called the Stewardship and Fulfillment Interfaces (SaFI), which it says were created to further the development of advanced cable advertising and other interactive products, and which will be a key part of Project Canoe, the US cable-industry's initiative to create a national, cross-operator, unified platform for interactive and addressable advertising.
--Agreement Will See Publicis Using the Admira Platform of Microsoft-Subsidiary, Navic
Microsoft and advertising/communications giant, Publicis Groupe, last week announced a broad agreement to cooperate closely on three advertising-related "core objectives" that they say have been "enabled by the emergence of the digital media world." The "core objectives" center on content, performance and audience respectively.
Canoe Ventures--the company that is tasked with implementing Project Canoe, the US cable industry's initiative to create a national unified platform for interactive and addressable advertising (it is backed by Comcast, Time Warner Cable, Cox, Charter, Cablevision and Bright House)--will later this summer publish a "template" to support an EBIF-based interactive TV advertising campaign that is slated to begin in the fourth quarter, Canoe Ventures CTO, Arthur Orduna, announced at Light Reading's Cable Next-Gen Video Strategies conference last week, according to a report by Jeff Baumgartner, editor of Light Reading's Cable Digital News.
--BIAP Claims This Will Be First-Ever Deployment of EBIF-Based iAdvertising
Plano, Texas-based interactive TV software provider, BIAP (note: last year, the company--whose name is an acronym for Broadband Interactive Applications--secured a five-year license agreement for its ETV User Agent with Time Warner Cable--see [itvt] Issue 8.23 Part 2B), announced Wednesday that OneLink Communications, a cable operator serving the metropolitan area of San Juan, Puerto Rico, will launch the BIAP Ad Widgets Advertising System on its net
--Arris Appoints OpenTV Vice Chairman, Jim Chiddix, to its Board of Directors
Interactive TV and advanced advertising technology provider, OpenTV, and network video processing specialist, RGB Networks, announced Monday that they have developed a demonstration that shows how cable operators can use a combination of the companies' standards-based advertising-related products to generate new revenues from their video-on-demand and linear programming.
--Will Instead Focus its Efforts on EBIF-Based Interactive TV Advertising
Canoe Ventures--the company that is tasked with implementing Project Canoe, the US cable industry's initiative to create a national unified platform for interactive and addressable advertising (it is backed by Comcast, Time Warner Cable, Cox, Charter, Cablevision and Bright House)--has suspended its plans to launch what was to be its first product, the Community Addressable Messaging (CAM) system, according to a report Thursday by Todd Spangler in the US cable-industry trade publication, Multichannel News.
NBC Universal to Use Microsoft's Admira Marketplace to Plan and Sell National and Local Ad Inventory
--Microsoft Acquired Admira through its Purchase Last Year of Interactive TV Company, Navic
NBC Universal and Microsoft announced an "alliance," Thursday, that will see NBC Universal using Microsoft's Admira television media marketplace to plan and sell national and local broadcast and cable advertising inventory. Microsoft acquired Admira through its purchase, almost exactly a year ago, of interactive TV and advanced advertising technology provider, Navic, which still retains a separate corporate identity within the Microsoft organization.
--Michael Kokernak Resigns as Co-CEO, Will Head New Research Unit
Boston-based interactive TV advertising specialist, Backchannelmedia, said Monday that its flagship Clickable TV technology has been validated by over-the-air testing and is now in what the company calls "a new commercialization stage." The company also announced that its founder and co-CEO, Michael Kokernak, has resigned his co-CEO position and will now become president of a new unit, called BCM Research, that will "seek to develop the next cycle of major innovation for Backchannelmedia" and that will "be closely networked to ongoing innovations in the digital technology space and will have a long-term horizon" (note: Kokernak will continue to sit on the company's board of directors).
--Local Ads Will Be Cued Up on DirecTV DVR's
GroupM-backed advanced advertising technology provider, Invidi Technologies, said Wednesday that satellite-TV provider, DirecTV, will use its software to offer advertisers "relevant" local advertising (note: last November, Invidi announced a similar deal with rival satellite-TV provider, DISH Network). According to Invidi, its Advatar software, in combination with DirecTV's DVR-equipped set-top boxes, will allow local television advertising availability based on geographic location, and will position TV ads according to any marketer's specifications.
--Will Extend Telescoping to its Entire Service Area
New York-area MSO, Cablevision, said Wednesday that it will begin offering same-day video-on-demand ad insertion across its entire service area later this summer, allowing advertisers to initiate a campaign or swap out existing commercials within a 24-hour period of notification. The company--which also announced that it will provide telescoping (i.e. the ability to click from a commercial to additional advertiser information) across its entire service area later this summer--claims that its new ad insertion offering represents the largest deployment of VOD advertising in a single market.