Interactive TV News Round-Up (I): ANA, Skyviia, ANT, HbbTV, WOW!, Arris, Moxi


--ANA Study: Advertisers Increasingly Interested in Second-Screen, Connected-TV, Addressable Ads
--Skyviia to Integrate ANT's HbbTV Platform into its New SoC Solutions
--WOW! Launches Arris's Moxi-Based Whole-Home Solution

Because the [itvt] editorial team has been working on The TV of Tomorrow Show 2012, we are covering stories in this issue in round-up/summary format.

  • The Association of National Advertisers (ANA) recently teamed with Forrester Research on a survey of around 100 national advertisers. Among other things, the study appears to show that advertisers are increasingly interested in broadcast-synchronized second-screen advertising, connected-TV advertising, set-top box data, and addressable advertising. "Compared to 2010, the number of respondents who believe TV ads have become more effective in the past two years has tripled," the ANA states in its press materials. "In addition, respondents express a growing confidence in set-top box data that has the potential for TV ads to be targeted at specific customer groups. In fact, nearly three-quarters of marketers expressed a strong interest in targeting their advertising to addressable audiences, making use of this new behavioral and demographic data to place television ads. 76% of respondents to the ANA/Forrester study of national advertisers said their media budgets will remain stable this year. TV ad spending will account for 47% of media budgets, a 6% increase from reported budgets in our 2010 survey. Other findings include: 1) Growing confidence in alternative measurements. While Nielsen data remains the most trusted data source for TV media-purchasing decisions, marketers express a growing faith in set-top box data. 72% of respondents believe the quality and accuracy of set-top box data will improve in the next few years, and 47% see unique visitors/watchers as the eventual industry standard for cross-platform audience measurement. 2) Experimentation with advanced ad placements. Nearly half of respondents are testing or planning to test advanced TV ad placements in the next 12 months via platforms such as video on connected TV's. With the growth of second screens, 18% of respondents have already implemented synchronized ads, and another 31% will try out this strategy in 2012. 3) Prioritization of digital ad spending. Digital remains a top priority for respondents. 70% plan to spend more on Web ads this year, followed closely by social media and mobile. In fact, mobile ads top the list of video alternatives to the linear 30-second spot that respondents will likely spend more on in 2012. 4) Improved perception of agency skills relative to TV. Compared to 2010, respondents view their agency partners as better equipped to help navigate the changing TV ad landscape. 62% of respondents, a 10% increase over 2010, believe their media agency is well-equipped in this arena."
  • Cambridge, UK-based digital TV software company, ANT, contacted [itvt] Tuesday to let us know that Taiwanese system-on-a-chip (SoC) manufacturer, Skyviia Corporation, has licensed its ANT Galio HbbTV platform and core TV applications. Skyviia plans to integrate the software into its new range of SoC solutions for the European HbbTV market (note: HbbTV is a pan-European hybrid-TV initiative that aims to harmonize the delivery of broadcast and broadband content through connected-TV devices). "Skyviia will integrate the ANT Galio HbbTV platform onto two new Android-based HbbTV product lines," ANT states in its press materials. "The SV8860 range will deliver a cost-effective single-tuner solution using Android 2.2. The SV8870 product line will provide a high-end solution supporting multiple tuners using Android 4.0. Both product ranges will support HbbTV broadcast services along with regional, niche applications...By selecting the ANT Galio HbbTV platform, Skyviia will benefit from ANT's considerable market experience as a founding member of the HbbTV consortium and proven deployment history. Since its public launch in 2009, HbbTV has grown from the first deployments seen in Germany to a wide range of services in France along with trials in Spain, Austria and the Netherlands. Skyviia will target all of these markets along with new HbbTV countries as they adopt the standard."
  • Arris said Tuesday that WOW! Internet, Cable and Phone (offers service in Illinois, Michigan, Indiana and Ohio) has launched the Arris Whole Home Solution, which consists of the Moxi Gateway (billed as "a multi-services platform providing integrated multimedia entertainment to the entire home"), and Moxi Players (billed as "connect[ing] to each television to enable individual service delivery"). Arris, which acquired its Moxi technology via its purchase of Digeo in 2009 and is targeting it at pay-TV operators, recently revealed that it is no longer offering Moxi devices in retail, and that it will cease providing EPG data and technical support for retail Moxi HD DVR's on December 31st, 2013 (see the article published on, February 15th). "The service will be marketed as WOW! Ultra TV," Arris states in its press materials. "It will use the Moxi user interface branded for WOW! and will offer the full functionality of the Arris Whole Home Solution, including 6-tuner HD DVR, DOCSIS 3.0 data service, VoIP, media-sharing ability, MoCA connectivity and optional in-home WiFi routing." Said Debbie Stackis, Arris's general manager of video CPE: "Our strategic investment in the Moxi solution is bearing fruit as more and more cable service providers deploy the platform across North America."

North America