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SUPPORTING EBIF with CLOUD- BASED SOLUTIONS Jeremy Edmonds Activevideo Networks

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SUPPORTING EBIF with CLOUD- BASED SOLUTIONS Jeremy Edmonds Activevideo Networks ACCELERATING ADVANCED ADVERTISING: SUPPORTING EBIF WITH CLOUD- BASED SOLUTIONS Jeremy Edmonds ActiveVideo Networks Abstract At best, the cable industry is leaving The cable industry faces severe advanced advertising revenue on the table; challenges in the race to enable advanced, at worst, it is losing that revenue to interactive advertising. Cable-led efforts like competitors, which are using their support Enhanced Binary Interchange Format for Web standards to gain the early high (EBIF), tru2way and Canoe all offer ground in advanced video advertising. compelling solutions for advertisers, but cable’s fragmented legacy infrastructure, Cable’s strengths, including its particularly in terms of customer premise unparalleled subscriber footprint and its equipment (CPE), is preventing these superior video delivery infrastructure, standards from fully satisfying advertisers’ remain noteworthy and compelling for current needs for targeted, interactive and advertisers. However, a near-term need dynamic advertising at scale. exists for cable to muscle more quickly into the nascent advanced advertising area with a To generate significant advanced platform that both leverages the capabilities advertising revenue today, cable providers of and supports a migration to EBIF. must embrace tools and technologies that provide advertisers with opportunities to Solutions are now available that enable engage viewers that are similar to those that operators and advertisers to leverage exist on the Web. This paper will examine existing Web platforms such as DoubleClick the cable industry’s current advanced to support advanced ad delivery. Through advertising challenges and provide the use of a Web-based platform and cloud- information that can help the industry based transcoding of Web content to MPEG, deploy cloud-based solutions that leverage cable can quickly gain market share in the Web technologies and standards. advanced advertising space. In addition to offering advertisers access to cable’s subscriber base, the best programming and INTRODUCTION unsurpassed video quality, the operators Advertisers are demanding the ability to gain access to an existing advertising deliver Web-style television advertising ecosystem and would be able to draw on that’s targeted, interactive and dynamic. countless advertisers and agencies that They want to pinpoint receptive audiences would be familiar from Day One with the with the right messages, engage them tools necessary to develop and manage through the point of purchase, and measure advanced advertising content. viewer activity at every point in the process through new levels of technology This paper discusses existing challenges development. The cable industry is to mass cable operator rollouts of advanced responding to these needs, but, despite its advertising, and reviews ways in which best efforts, it’s running into significant operators can capitalize on existing Web technical challenges. 2010 Spring Technical Forum Proceedings - Page 347 tools and technologies to support their living room couch. Advertisers desire these advertising efforts. kinds of interactive ads because, like those on the Web, they can provide interested viewers with additional information, ADVANCED ADVERTISING: measure viewer activity at multiple points in OPPORTUNITIES AND RISKS FOR the process, and deliver those measurements CABLE to the advertiser. Traditionally, television advertising has been a passive endeavor for the consumer. Such advanced ads present significant Ads, typically 30 seconds in length, are revenue generation possibilities for cable broadcast to all viewers of certain channels systems operators, as well. Operators or programs, with the hope that one or more uniquely have a broad base of subscribers target audiences are viewing them. Any calls that can be targeted geographically, to action associated with the ad require the demographically or by interest; they provide user to get up and do something: visit a a video environment that is far more stable store, call a phone number, log on to a Web and of higher quality than the Web; and they site. However, with the advent of DVR, have a broad range of content that is VOD, sites like Hulu and other products and delivered directly to the television, which technologies, many of these linear ads are remains the dominant viewing device in the now being viewed by only a fraction of the home. audiences they once reached. But although personal, interactive As a result, advertisers are now seeking experiences are the order of the day, and to establish more compelling and personal would seem to be a good fit for cable, the connections with their target audiences. industry faces a significant challenge in Today’s consumers clearly demand terms of the difficulty of most existing cable increased choice and control, even over set-top boxes to meet this demand. advertising. Younger consumers, in Advertising dollars are already starting to particular, want a more Web-like TV shift to the Web, where targeting and viewing experience. interactivity are more easily achieved. The rise of Internet-connected televisions Advanced television advertising basically presents advertisers and CE manufacturers mirrors Web advertising, in that it enables with another chance to deliver “over-the- the user to participate in much more active top” content and advertising to consumers. and even impulsive activity. These focused If cable doesn’t respond to the need for and targeted ads are more integrated with interactive advertising, other parties are the individual’s user experience, with the well-positioned to grab those dollars. ability to engage the viewer all the way through the “purchase funnel,” from THE CURRENT CABLE introduction to a product to the point of ENVIRONMENT purchase. For example, the viewer can click Advertisers want advanced advertising to on the remote for more information, access a be part of the normal viewing experience, microsite devoted to the product or service, rather than an “interactive TV” application. talk about the product or service through There is precedent for this. When an social networking functionality, and even “interactive application” gains consumer make a purchase, all from the comfort of the traction, it exits the perceived realm of 2010 Spring Technical Forum Proceedings - Page 348 “interactivity” and becomes part of the nationwide, but that goal has not yet been “normal” viewing experience. Examples of reached. such interactive applications pioneered by cable include the electronic program guide With tru2way, application developers can (EPG) and video on demand (VOD). Both create customized interactive services that have ceased to be considered “interactive can be deployed seamlessly to millions of TV” applications, and have passed into the cable customers. It offers “write once, run realm of the “normal” viewing experience. everywhere” Java-based programming capability to developers. However, the However, applications like EPG and programs will only run on set-top boxes and VOD, as “normal” as they are, are still other devices that support tru2way. “destination-based.” To access VOD, for Deployment of such devices is minimal at example, consumers must “go to” a place to this time. find and order titles. The same is true for EPGs, which exist as separate menu Canoe Ventures, backed by prominent destinations. These applications are separate operators, is working with CableLabs to from, not seamlessly integrated with, the develop EBIF templates that advertisers can normal viewing experience. use to deliver interactive ads to major operators around the country. Canoe also Immersive interactive video applications offers backend services that will allow for such as advanced advertising strive to bring campaign management and reporting across the desired content “to the viewer,” not operators. This effort, however, is still in make the viewer search to find a development. “destination” in an unnatural way. This “delivering the content to the viewer” These activities are promising for the (versus “destination-based interactivity”) future, and show that cable is working to can be found on many video streaming Web offer advertisers a national, ubiquitous sites, such as YouTube, where the activity of platform for advanced ad development and viewing any given video stream is provisioning. But although cable continues augmented by metadata links to several to devote considerable energy to them, these other video assets (as well as non-video standards can’t effectively deliver advanced applets). advertising today. The cable industry, to its credit, is fully Significantly, none of these standards aware of the challenges advertisers face with currently can reach all of today’s deployed the current subscriber environment. It has cable set-top boxes. This is due to cable’s created a number of new standards and fragmented infrastructure, characterized by initiatives designed to provide advertisers its various models of customer premise the interactivity and targeting they desire, equipment and head-ends from multiple notably EBIF, tru2way and Canoe. manufacturers, and of different ages and capabilities. This infrastructure has grown The EBIF specification was created by organically over time among the nation’s CableLabs to deploy interactive applications operators, and has served it well. But this over a two-way video plant to all existing diversity is hampering cable’s efforts for a and new digital set-top boxes. The cable national advanced ad platform. industry
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