announced that it is enabling cutting-edge new forms of video-on-demand advertising for Comcast Spotlight, the advertising sales division of Comcast Cable, with TANDBERG Television's AdPoint platform. Comcast Spotlight has begun using AdPoint to manage and automatically place ads in on-demand content delivered to all Comcast Digital Cable customers and markets where video-on-demand (VOD) service is available. The deployment of this advanced technology across Comcast's entire footprint represents a major advancement in how advertising will be delivered to consumers.
This deployment, the first of its kind in the cable industry, is the initial phase of the AdPoint rollout with Comcast. Initially, ads are being inserted into content on VOD networks SuccessTV, Music Spy Videos, and DriverTV, with plans to expand rapidly to additional on-demand content.
AdPoint provides cable operators and programmers with a complete solution for production, management, and placement of non-linear advertising. It is compatible will all major VOD streaming servers, and it is built upon an open, flexible architecture that supports popular industry interfaces for integration of applications and devices.
Because AdPoint runs as a single comprehensive advertising platform, the technology can support advertisers, ad agencies, brokers, cable networks and MSOs - in one collaborative environment. In particular, AdPoint helps advertisers move beyond the 30-second spot to deliver TV advertising on-demand and targeted to consumers, without the limitations of traditional TV media placement. In a fragmented media world, advertisers need to deliver fresh messages in new and personalized ways, such as via the increasingly popular on-demand delivery of content. As an opt-in medium, on-demand is a rich opportunity for advertisers to engage their consumers.
"The changes taking place in the industry are affecting every link in the value chain, and technology platforms that can help the various players work collaboratively will be key to success in delivering differentiated content," said Reggie Bradford, president, TANDBERG Television. "Today's announcement with Comcast Spotlight is a significant milestone for the successful rollout of new media content."
"Today's technology is redefining how media and advertising will ultimately be delivered to consumers, and AdPoint is a key component for us to enable that delivery," said Paul Woidke, Vice President of Technology at Comcast Spotlight. "The ability to manage both content and distribution is a major competitive differentiator, and having the technology components to do this helps to keep us one step ahead."
The AdPoint system is comprised of three major components:
AdPoint Campaign Manager -- Allows cable operators to simply and easily create ad campaigns based on parameters such as programming type, geography, and demographic aggregate data. The Campaign Manager also reconciles usage data and campaign information to produce standard reports for advertisers.
AdPoint Media Manager -- Tracks on demand programming assets and ad content and makes the system-level decisions for ad placement using rules generated by the Campaign Manager. The Media Manager also tracks inventory for ads and avail-marked VOD content, and proactively manages asset distribution. Standard VOD servers and other headend devices then play out targeted campaigns.
AdPoint Module for Xport Producer -- an add-on module for the TANDBERG Television Xport Producer product. Provides tools to mark advertising opportunities in on-demand content. Also supports creation of Ad Packages for distribution of on-demand ads.