Targeted TV – The Future of Addressable Advertising

Brian Cappellani

Light Reading Live:Cable Next Gen Video Strategies

• Cable’s attractiveness to advertisers is under threat from a variety other Video competitors and new Internet and “Over the Top” providers

• To compete, cable needs to extend their infrastructure to support:• Interactive Capabilities and Content• Targeting with detailed knowledge of

the viewer• Reporting – Need to justify the success

of an ad with Rapid Measurable results

• Advanced advertising capabilities need to be delivered cost-effectively through:• Standardizations between components• Reuse of existing infrastructure

Cable’s Opportunity with Advanced Advertising

SCTE 130 / DVS 629 Standard For Advanced Advertising

New standard defined by the SCTE DPI subcommittee :

• “a standardized and extensible message based interface defining a minimal set of cooperating logical services necessary to communicate:– placement opportunities, – placement decisions, – and placement related event data necessary for

accountability measurements”

• Defines an extensible xml-based framework of interfaces among a set of advertising system logical services, to enable multi-vendor interoperability

• Standard receiving consideration in IPTV world as well

SCTE 130 System Interactions

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

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). An audience qualifier is a simple name/value pair (eg. Age/18-25) that defines an advertising relevant attribute about subscriber

• A combination of Audience Qualifiers is called an “Audience Qualifier Sequence” (AQS) which can be used to characterize any desired population of subscribers

– Ie. identify a market segment

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

Campaign Order Management System

Subscriber Information System

(SIS)

Advertiser

Ad Decision

System

(ADS)

Ad Management

System

(ADM)

Placement Opportunity

Information System

(POIS)

Campaign Order Management System

Subscriber Information System

(SIS)

Advertiser

Ad Decision

System

(ADS)

Ad Management

System

(ADM)

Placement Opportunity

Information System

(POIS)

Subscriber Information System (SIS)

SIS will need to respond to real-time queries as well as non real–time queries

Queries that SIS will support include:– Provide AQs for particular

STB– Provide list of names for

all available AQs in SIS– Provide list of possible

values for a particular name

– Provide number of subscribers that match particular AQS

– Provide list of STBs that have particular AQS

Sources of Existing Subscriber Information

• Third party demographic and psychographic information

• Cable Operators have multiple silos of subscriber information of value for targeted advertising– Subscriber service profiles in Service

Management Systems• Existing services, customer address,

STBs, # of eMails, location in network– VoD & PPV viewing records

• Viewing preferences and behavior– LD usage records– Customer viewing habits and

preferences tracked by OpenCable and tru2way compliant STBs

• Challenge is to:– collect– correlate– relate

the data

Privacy and Security

• Privacy of subscriber information must be strictly enforced– No access to the AQ profile for an

identifiable subscriber (ie. name and address)

– Strong firewalls to protect access to SIS

• May need to be an option for a subscriber to opt in/out

• Attitudes on usage/behavioural data are evolving

SIS Evolution

• SIS can start small and evolve to incorporate more information sources and AQs over time

• Initially use demographic data• Information from a Service Management

System provides good starting point for developing key “subscriber targeted” AQs

• Subscriber location – address and network• Current video, internet, and voice services

– Premium channels/packages, #of emails, etc.• STB IDs and type

• Evolve to usage / behaviour based information

Subscriber Information System (SIS) : Other Uses

• “In house” ads• Automated targeted up-sell

recommendations/promotions for CSR, IVR on-hold messaging, Web portal

• Customer care retention program

• Personalize video and Internet value-add applications

In Conclusion

• Subscriber data is a critical building block for any Advanced Advertising system to effectively target ads to the viewer

• Subscriber Information Systems (SIS) and associated Collection and Analytics are key infrastructure MSOs need to implement to unlock the value of this data

• The SIS system can start “small” by leveraging existing information in the service management layer on top of demographics

• Appropriately designed, this SIS infrastructure can also be utilized to:– Help MSOs to more effectively up-sell and promote their services– Support other MSO created applications

Brian Cappellanibrian.cappellani@sigma-systems.com

416-365-3966

Thank You !