Cable Show 2010: OpenTV Aims At Dynamic, Targeted VOD Ads

OpenTV is gearing up to release an advertising-campaign management solution designed to let cable operators maximize video-on-demand ad revenue.

The vendor's EclipsePlus/xG OnDemand, scheduled for beta release in June 2010, lets MSOs sell and deliver different VOD ads targeted to different audience segments to provide more relevant placement, according to OpenTV. The software supports the SCTE-130 family of dynamic ad-insertion standards as well as CableLabs specifications for advanced advertising.

"There is a clear shift toward a more consumer-controlled, on-demand viewing environment. This means that operators require new ways to manage their ad inventories and to maximize how those ads are delivered," Paul Woidke, OpenTV's senior vice president and general manager of advanced advertising, said in a statement.

The product's VOD Advertising Campaign Management feature supports long-form, "showcase" VOD ads and short-form (pre-, mid- and post-roll) inventory.

EclipsePlus/xG OnDemand uses OpenTV's Ad Decision Service (ADS) and Ad Versioning to let MSOs test the effective use of addressable ads and identify the highest-yielding audience segments. OpenTV claims the product includes "near real-time" campaign performance monitoring to let ad sales teams to quickly identify potential problems.

The company said EclipsePlus/xG OnDemand can run as an application integrated with the OpenTV EclipsePlus linear traffic and billing product, or with third-party traffic and billing solutions. Operators that use OpenTV's EclipsePlus advertising management system for linear inventory include Comcast and Time Warner Cable.

OpenTV, owned by the Kudelski Group, will show the prerelease version of EclipsePlus/xG OnDemand this week at the 2010 Cable Show.