Sigma Training Services

May 12, 2010

CIO.IT | Competition 2010

Advanced Advertising & Subscriber Knowledge

Brian Cappellani

CTO, Vice President of Engineering

© 2008 Sigma Systems. Private & Confidential.

© 2010 Sigma Systems - Private and Confidential

2

Value Proposition of Advanced Value Proposition of Advanced Advertising Advertising

Driven by erosion of ad revenues and market share

Advanced Advertising provides:

• Dynamic insertion

• Addressability

• Measurability

• Accountability

Ability to segment and target audiences adds value to advertisers

• More than 80% of ad community willing to pay a premium for addressable TV ads¹

Personalization and targeting is key to engaging the audience

¹Parks Associates research report, Advertising Outlook, Shifting Dollars, November 2009

© 2008 Sigma Systems. Private & Confidential.

© 2010 Sigma Systems - Private and Confidential

3

Challenges With Subscriber DataChallenges With Subscriber Data

Disparate Data “Silo” Repositories

No common view of subscriber

Subscriber identifiers are varied and inconsistent

No discernment between Household, User, Viewer

Managing Privacyand Security

Subscriber Preference Controls

• Opt In vs Opt Out

Operator Policy Control

• Defining User Access

Segmentationand Profiling

No easy way to define new or more granular customer segments

Performance

Requires sub-second response times

© 2008 Sigma Systems. Private & Confidential.

© 2010 Sigma Systems - Private and Confidential

4

What Operators Need To DoWhat Operators Need To Do

DeliverRelevancy

Enable 360 DegreeCustomer View

PersonalizeSubscriberPreferences

EnhanceData

SegmentAudience

Maximize Privacy& Security

LeverageStandards

Optimize Sub Data Managementfor Advanced Advertising

© 2008 Sigma Systems. Private & Confidential.

© 2010 Sigma Systems - Private and Confidential

5

Benefits Benefits

Improved SubscriberData Management

& CustomerKnowledge

Potential forImproved Ad

Revenues& ARPU

Improved Operations& In-houseMarketingEfficiencies

Standards-basedApproach to

Accessing Data CanEase Implementation

& Enhance Performance

Makes Segmentation,Profiling &

AddressabilityEasier

Solves AudienceReach, Ad

Effectiveness &Ad Efficiency

© 2008 Sigma Systems. Private & Confidential.

© 2010 Sigma Systems - Private and Confidential

6

Sigma’s SIS Advanced Advertising SolutionSigma’s SIS Advanced Advertising Solution

STCE 130 standard-compliant• Provides SCTE 130 Part 6

Subscriber Information Service (SIS)

Enables addressable advertising

Leverages Sigma’s Subscriber Service Management Expertise

Multi-screen, multi-platform

Drives ad revenues and ARPU

Provides privacy and security

High performance for dynamic insertion

© 2008 Sigma Systems. Private & Confidential.

© 2010 Sigma Systems - Private and Confidential

7

CableLabs Advanced Advertising CableLabs Advanced Advertising Interop Use CasesInterop Use Cases

© 2008 Sigma Systems. Private & Confidential.

© 2010 Sigma Systems - Private and Confidential

8

SIS Monetization OpportunitiesSIS Monetization Opportunities

SIS and Personalization can turn these opportunities into revenue-generating services