Advanced Advertising Standards in the Cable Space

Sigma Training Services

© 2009 Sigma Systems

Advanced Advertising Standards in the Advanced Advertising Standards in the Cable SpaceCable Space

Brian CappellaniBrian CappellaniCTO, Sigma SystemsCTO, Sigma Systems

© 2009 Sigma Systems 2

About Sigma SystemsAbout Sigma Systems

Global Leader in Advanced IP Service Fulfillment Solutions

• Over 12 years dedicated OSS development & deployment

experience

• Global offices (Canada, India, EMEA, APAC and CALA)

• 50+ Deployments Worldwide

• 9 of top 15 Cable Service providers in North America

• Over 100 million services managed across Voice, Video,

Data, and Multi-media services

• Proven, pre-integrated solutions for Triple and Quad Play (Voice, Video, Data, Content and Multi-media) services delivering:

Fulfillment, Active Mediation, Subscriber

Information for Advanced Advertising


Cable’s Advertising ChallengeCable’s Advertising Challenge

The Challenge Counteract the growth in Internet advertising expenditure

• Ability to highly target ads

• Easy to create and execute advertising campaign

• Links for more information or purchase

• Excellent reporting for assessing campaign success and ROI Cable Operators need to provide a platform to match this capability

The Good News Cable operators:

• understand advertising

• historically have used industry-wide, standards based approaches to provide solutions

Technologies and standard exist to provide a platform to deliver the required capabilities in the cable domain


MSOs Understand AdvertisingMSOs Understand Advertising

US MSOs sell local ads Highly profitable component of business

ProgramBroadcast channels (45%)

Cable channels (55%)

Ads

ProgramAds

60 min

Content Provider Operator12 min 4 min

Operator Ad SalesMarketing1 min 3 min

Operator ad revenue

Operator Ad Sales:

75% of 25% of 55% of all ads seen by subscribers

= 10% of ad avails25%

National / Local National / Local

75%

16 min


Key Cable Standards BodiesKey Cable Standards Bodies

CableLabs• Non-profit research and development consortium dedicated

to pursuing new cable telecommunications technologies and to helping its cable operator members integrate those technical advancements into their business objectives

• Produced specifications such as DOCSIS, PacketCable, Tru2Way

Society of Cable Telecommunications Engineers (SCTE)

• Non-profit professional association that provides technical leadership for the telecommunications industry and serves its members through professional development, standards, certification and information.

• Standards Program provides an ANSI-accredited forum for the development of technical specifications supporting the cable telecommunications industry. It is also recognized by the ITU.

• Produced standards such as SCTE 35 (DPI), SCTE 130 (Advanced Advertising)


Canoe VenturesCanoe Ventures

Formed by the six top MSOs: • Comcast, Time Warner Cable, Bright House, Cablevision

Systems, Charter Communications and Cox The goal:

• to create national platforms for enhanced-TV applications such as addressable TV, and to deal with advertiser frustrations stemming from the lack of scale and compatibility of different MSOs, whose footprints individually cover a fraction of the country.

Sells ad placement directly to national programmers

Driving force behind a new generation of CableLabs specifications


Key Enabling TechnologiesKey Enabling Technologies

Dynamic Program Insertion (DPI) Replacement of pure broadcast with

digital pointcasting and narrowcasting

• VoD and SDV Establishment of “back channel”

• Interactivity and data collection Advanced Set-top box standards

• eBIF

• Tru2Way Whole new range of applications


New Ad Placement OpportunitiesNew Ad Placement Opportunities

Ad campaigns and placement increasingly dynamic Advertisers want to multi-platform campaigns How to represent and manage this new world ?

Ad POD 1 Ad POD 2 Ad POD 3

Program Block 1 Program Block 2 Program Block 3 Program Block 4

Old Static Ad Avail Mappings

Product Placement Telescoping Ad

Telescoping Ad to Long Form Ad

Targeted Ads

Sponsored Show Bonus

Material

Product Placement Telescoping Ad w/

Transaction Capability

Skipped Ad

New Dynamic Ad Avail Mappings

In-Navigation Ad


SCTE 130 Standard For Advanced AdvertisingSCTE 130 Standard For Advanced Advertising

New standard defined by the SCTE DPI working group SCTE 130 defines a set of interfaces between logical components of an

advanced advertising system

Standardized, extensible message-based interfaces with a minimal set of cooperating logical services necessary to communicate :

• Placement opportunities,

• Placement decisions,

• Placement related event data for accountability measurements

Enable multi-vendor interoperability through framework of interfaces among a set of advertising system logical services

Out side of the program insertion, the standard is “cable agnostic” Standard receiving consideration in IPTV world as well


SCTE 130 StandardSCTE 130 Standard

Linear Ad Insertion and

Content Management

System

ADMCIS

VOD Ad Insertion System

ADM

CIS

Content Management

System

Placement Information

POIS

Campaign Management

ADS

Subscriber Information

SIS

SCTE 130 defines an architecture for advanced advertising


Subscriber Information System (SIS)Subscriber Information System (SIS)

A SIS provides subscriber metadata query and notification services to other logical components identified in the SCTE 130 architecture, as well as campaign managers.

• SIS “rolls up” information from multiple data sources into a unified format

SIS queries employ the notion of an "Audience Qualifier" (AQ) that defines an advertising relevant attribute about a subscriber

Demographic Data

Viewing HistoryData

Subscriber Information Service (SIS)

SMSData

Demographic Data

Viewing HistoryData

SIS Client SIS Client SIS Client

Viewing HistoryData

Other SubscriberData

SIS Interface


CableLabs Interactive Applications Interface SpecificationsCableLabs Interactive Applications Interface Specifications

Also referred to as Stewardship and Fulfillment Interfaces (SaFI) Define a national cable technology platform to provide the “plumbing” that

MSOs can provide on one end and a Common Advanced Advertising System (CAAS), such as Canoe Ventures, can plug into on the other.

CIP (Campaign Information Package)

• Contains the information necessary for an MSO to execute a campaign SMSI (Service Measurement Summary Interface)

• Defines the format MSOs use to export campaign reporting data IAF (Interactive Application Fulfillment)

• Defines the format MSOs use to export the results of viewer interactions, e.g., selecting a response in a poll

IAM (Interactive Application Messaging)

• Defines how an interactive application formats a message to the MSO headend for viewer interactions


CableLabs SaFI Reference ArchitectureCableLabs SaFI Reference Architecture

Incorporates CableLabs and SCTE 130 interfaces

Live Broadcast

Partners

Advanced Services

Platform

MSO Systems

Service Measurement

Viewer Response

Campaign Management

Delivery PlatformsInteractive Platform

Addressability

Inventory ApprovalOperations

Linear

VOD

ADS

ADM

SCTE 130 pt 3

Subscriber Info

Interactive ApplicationMessaging

Audience

SCTE 130 pt 3

SCTE 130 pt 5

STB

Optional MSO Regional Capability

Placements

Placem

entO

pportunities

Service

Measu

remen

t S

um

mary

Interactive

App

lication

Fu

lfillmen

t

Cam

paignIn

formation

P

ackage

App

lication

Inform

ation

Campaign PlanningInformation

ServicesResponse

Fulfillment

Interactive Application

Support

SCTE 130 pt 6SCTE 130 pt 4

Asset Manager

Content Info

Placem

ent O

pp

MetadataInteractive Stewardship Fulfillment

Content Delivery

On Demand

Copyright © 2009 TeleManagement Forum,All Rights Reserved.14

04/10/23

Advertising Program - Update

3 strands• Mobile

• IPTV

• Cable

Goal• Identify barriers to automating end-end process

• Blend ‘best of’ standards and techniques from 3 strands into comprehensive solution

Content Encounter Demonstrations• Orlando 08: all 3 strands demonstrated

• Nice 09: Mobile & IPTV

• Orlando 09: Blended solution

“Insights” report based on Executive

Roundtable results now available


Content Encounter 3 – Advanced AdvertisingContent Encounter 3 – Advanced Advertising

An end-to-end targeted advertising solution, proving the applicability and inter-operation of multiple industry standards/specifications:

• TMF IPDR and OSS/J, • SCTE 130, • CableLabs tru2way/eTV

Demonstrates:• Flow-through provisioning of

tru2way Set-Top Box via OSS/J APIs, including Tru2Way applications

• Collection of viewing and application usage events via IPDR records

• Using demographic, subscriber and usage information to drive a multi-platform targeted advertising campaign

• Integrate HSD Usage into Video Ad targeting

• Both VoD pre-roll and advanced application targeted ads

OSS/J APIs

IPDR Video Usage

Records

CSR

Ad Decision Server

DemographicData

Placement Opportunity Information

Service

Conditional Access Server

Application Usage

Behaviour SIS

Application Server

VoD Server

Set-Top Box 1

Applications

Set-Top Box 2

TV 1Viewer 1 TV 2

Viewer 2

Subscriber Information

Service

Ad Decision Manager

Ad Decision Manager /

ServerService

Fulfillment

Mediation

Internet Interests


04/10/23

Personalized Ads – Basic Steps


04/10/23

Content Encounter: Scenario 1Addressable AdvertisingAddressable Advertising

Benefits forService Providers: Enterprise-wide platform to quickly and efficiently launch new business

models that bring in new revenue streams, e.g., advertising revenue Competitive advantage over print, broadcast, and web advertising

models Cross-product and cross-customer data integration to successfully

manage a complex content value chain End-to-end ROI visibility for partners through a Revenue Operations

Center (ROC) that monitors revenues, costs, and margins in near-real time

Benefits for Advertisers: Trust and verify information for campaign analysis, cost justification and

advertising “placement”


04/10/23

Scenario 1 Demo

BrandManager(Pepsi)

BrandManager(Pepsi)

Advertising Agency

Advertising Agency Communication

Service ProviderCommunication Service Provider End ConsumerEnd Consumer

Contracts for Marketing Campaign

Contracts for Ad Placement

Contracts for Video, Web and Voice

(Landline, Wireless) via Usage and

Monthly Recurring Charge

Network“Access”

Ad Placement ResultsCampaign

Results

Contract Payment Contract Payment Usage and Subscription

Payment

AccessDiscount/ Payment


04/10/23

Content Encounter: Scenario 2High Value Advertising& MarketingHigh Value Advertising& Marketing

Benefits for Advertisers: Demonstrates how profile information can be captured and shared in a

trusted environment Reduces cost by sending fewer ads but improving call-to-action response

rates Better ROI and higher conversion rate

Benefits for Service Providers: Explores privacy and opt-in issues; shows value of private, yet accessible,

data Offers higher value for advert slots

Benefits for End Users: Offers a discounted or free service subsidized by ads Explores privacy and opt-in issues Reduces spam, receives relevant and valuable information that meet their


04/10/23

Scenario 2 Demo

20

Ad Delivery

Ad Selection

Rating and Charging

Ad Control

AdInventory

Ads &Campaigns

AdPolicy

EntertainmentSystems

InformationSystems

CommunicationSystems

AdvertiserAccounts

Ad Rating& Charging

UserAccounts

Usage Rating& Charging

“Physical Delivery” Media servers Physical insertion E.g.: streaming servers,

IPTV, MMS-C, etc

“Relevancy and Control” Collect context from network Control both service/session and ad delivery

Generate inventory Maintain subscriber privacy Improve relevancy

Insertion frequency Bidding process

Sigma Training Services

© 2009 Sigma Systems

Thank YouThank You

Brian CappellaniBrian CappellaniCTO, Sigma SystemsCTO, Sigma Systems

[email protected]@sigma-systems.com(416) 365-3966(416) 365-3966

Technology

Advanced Advertising Standards in the Cable Space