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Brian Cappellani's presenatation at TM Forum Management World 2009 in the Forumville.
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Sigma Training Services
© 2009 Sigma Systems
Advanced Advertising Standards in the Advanced Advertising Standards in the Cable SpaceCable Space
Brian CappellaniBrian CappellaniCTO, Sigma SystemsCTO, Sigma Systems
© 2009 Sigma Systems 2
About Sigma SystemsAbout Sigma Systems
Global Leader in Advanced IP Service Fulfillment Solutions
• Over 12 years dedicated OSS development & deployment
experience
• Global offices (Canada, India, EMEA, APAC and CALA)
• 50+ Deployments Worldwide
• 9 of top 15 Cable Service providers in North America
• Over 100 million services managed across Voice, Video,
Data, and Multi-media services
• Proven, pre-integrated solutions for Triple and Quad Play (Voice, Video, Data, Content and Multi-media) services delivering:
Fulfillment, Active Mediation, Subscriber
Information for Advanced Advertising
© 2009 Sigma Systems 3
Cable’s Advertising ChallengeCable’s Advertising Challenge
The Challenge Counteract the growth in Internet advertising expenditure
• Ability to highly target ads
• Easy to create and execute advertising campaign
• Links for more information or purchase
• Excellent reporting for assessing campaign success and ROI Cable Operators need to provide a platform to match this capability
The Good News Cable operators:
• understand advertising
• historically have used industry-wide, standards based approaches to provide solutions
Technologies and standard exist to provide a platform to deliver the required capabilities in the cable domain
© 2009 Sigma Systems 4
MSOs Understand AdvertisingMSOs Understand Advertising
US MSOs sell local ads Highly profitable component of business
ProgramBroadcast channels (45%)
Cable channels (55%)
Ads
ProgramAds
60 min
Content Provider Operator12 min 4 min
Operator Ad SalesMarketing1 min 3 min
Operator ad revenue
Operator Ad Sales:
75% of 25% of 55% of all ads seen by subscribers
= 10% of ad avails25%
National / Local National / Local
75%
16 min
© 2009 Sigma Systems 5
Key Cable Standards BodiesKey Cable Standards Bodies
CableLabs• Non-profit research and development consortium dedicated
to pursuing new cable telecommunications technologies and to helping its cable operator members integrate those technical advancements into their business objectives
• Produced specifications such as DOCSIS, PacketCable, Tru2Way
Society of Cable Telecommunications Engineers (SCTE)
• Non-profit professional association that provides technical leadership for the telecommunications industry and serves its members through professional development, standards, certification and information.
• Standards Program provides an ANSI-accredited forum for the development of technical specifications supporting the cable telecommunications industry. It is also recognized by the ITU.
• Produced standards such as SCTE 35 (DPI), SCTE 130 (Advanced Advertising)
© 2009 Sigma Systems 6
Canoe VenturesCanoe Ventures
Formed by the six top MSOs: • Comcast, Time Warner Cable, Bright House, Cablevision
Systems, Charter Communications and Cox The goal:
• to create national platforms for enhanced-TV applications such as addressable TV, and to deal with advertiser frustrations stemming from the lack of scale and compatibility of different MSOs, whose footprints individually cover a fraction of the country.
Sells ad placement directly to national programmers
Driving force behind a new generation of CableLabs specifications
© 2009 Sigma Systems 7
Key Enabling TechnologiesKey Enabling Technologies
Dynamic Program Insertion (DPI) Replacement of pure broadcast with
digital pointcasting and narrowcasting
• VoD and SDV Establishment of “back channel”
• Interactivity and data collection Advanced Set-top box standards
• eBIF
• Tru2Way Whole new range of applications
© 2009 Sigma Systems 8
New Ad Placement OpportunitiesNew Ad Placement Opportunities
Ad campaigns and placement increasingly dynamic Advertisers want to multi-platform campaigns How to represent and manage this new world ?
Ad POD 1 Ad POD 2 Ad POD 3
Program Block 1 Program Block 2 Program Block 3 Program Block 4
Old Static Ad Avail Mappings
Product Placement Telescoping Ad
Telescoping Ad to Long Form Ad
Targeted Ads
Sponsored Show Bonus
Material
Product Placement Telescoping Ad w/
Transaction Capability
Skipped Ad
New Dynamic Ad Avail Mappings
In-Navigation Ad
© 2009 Sigma Systems 9
SCTE 130 Standard For Advanced AdvertisingSCTE 130 Standard For Advanced Advertising
New standard defined by the SCTE DPI working group SCTE 130 defines a set of interfaces between logical components of an
advanced advertising system
Standardized, extensible message-based interfaces with a minimal set of cooperating logical services necessary to communicate :
• Placement opportunities,
• Placement decisions,
• Placement related event data for accountability measurements
Enable multi-vendor interoperability through framework of interfaces among a set of advertising system logical services
Out side of the program insertion, the standard is “cable agnostic” Standard receiving consideration in IPTV world as well
© 2009 Sigma Systems 10
SCTE 130 StandardSCTE 130 Standard
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
SCTE 130 defines an architecture for advanced advertising
© 2009 Sigma Systems 11
Subscriber Information System (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) that defines an advertising relevant attribute about a subscriber
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
© 2009 Sigma Systems 12
CableLabs Interactive Applications Interface SpecificationsCableLabs Interactive Applications Interface Specifications
Also referred to as Stewardship and Fulfillment Interfaces (SaFI) Define a national cable technology platform to provide the “plumbing” that
MSOs can provide on one end and a Common Advanced Advertising System (CAAS), such as Canoe Ventures, can plug into on the other.
CIP (Campaign Information Package)
• Contains the information necessary for an MSO to execute a campaign SMSI (Service Measurement Summary Interface)
• Defines the format MSOs use to export campaign reporting data IAF (Interactive Application Fulfillment)
• Defines the format MSOs use to export the results of viewer interactions, e.g., selecting a response in a poll
IAM (Interactive Application Messaging)
• Defines how an interactive application formats a message to the MSO headend for viewer interactions
© 2009 Sigma Systems 13
CableLabs SaFI Reference ArchitectureCableLabs SaFI Reference Architecture
Incorporates CableLabs and SCTE 130 interfaces
Live Broadcast
Partners
Advanced Services
Platform
MSO Systems
Service Measurement
Viewer Response
Campaign Management
Delivery PlatformsInteractive Platform
Addressability
Inventory ApprovalOperations
Linear
VOD
ADS
ADM
SCTE 130 pt 3
Subscriber Info
Interactive ApplicationMessaging
Audience
SCTE 130 pt 3
SCTE 130 pt 5
STB
Optional MSO Regional Capability
Placements
Placem
entO
pportunities
Service
Measu
remen
t S
um
mary
Interactive
App
lication
Fu
lfillmen
t
Cam
paignIn
formation
P
ackage
App
lication
Inform
ation
Campaign PlanningInformation
ServicesResponse
Fulfillment
Interactive Application
Support
SCTE 130 pt 6SCTE 130 pt 4
Asset Manager
Content Info
Placem
ent O
pp
MetadataInteractive Stewardship Fulfillment
Content Delivery
On Demand
Copyright © 2009 TeleManagement Forum,All Rights Reserved.14
04/10/23
Advertising Program - Update
3 strands• Mobile
• IPTV
• Cable
Goal• Identify barriers to automating end-end process
• Blend ‘best of’ standards and techniques from 3 strands into comprehensive solution
Content Encounter Demonstrations• Orlando 08: all 3 strands demonstrated
• Nice 09: Mobile & IPTV
• Orlando 09: Blended solution
“Insights” report based on Executive
Roundtable results now available
© 2009 Sigma Systems 15
Content Encounter 3 – Advanced AdvertisingContent Encounter 3 – Advanced Advertising
An end-to-end targeted advertising solution, proving the applicability and inter-operation of multiple industry standards/specifications:
• TMF IPDR and OSS/J, • SCTE 130, • CableLabs tru2way/eTV
Demonstrates:• Flow-through provisioning of
tru2way Set-Top Box via OSS/J APIs, including Tru2Way applications
• Collection of viewing and application usage events via IPDR records
• Using demographic, subscriber and usage information to drive a multi-platform targeted advertising campaign
• Integrate HSD Usage into Video Ad targeting
• Both VoD pre-roll and advanced application targeted ads
OSS/J APIs
IPDR Video Usage
Records
CSR
Ad Decision Server
DemographicData
Placement Opportunity Information
Service
Conditional Access Server
Application Usage
Behaviour SIS
Application Server
VoD Server
Set-Top Box 1
Applications
Set-Top Box 2
TV 1Viewer 1 TV 2
Viewer 2
Subscriber Information
Service
Ad Decision Manager
Ad Decision Manager /
ServerService
Fulfillment
Mediation
Internet Interests
Copyright © 2009 TeleManagement Forum,All Rights Reserved.16
04/10/23
Personalized Ads – Basic Steps
Copyright © 2009 TeleManagement Forum,All Rights Reserved.17
04/10/23
Content Encounter: Scenario 1Addressable AdvertisingAddressable Advertising
Benefits forService Providers: Enterprise-wide platform to quickly and efficiently launch new business
models that bring in new revenue streams, e.g., advertising revenue Competitive advantage over print, broadcast, and web advertising
models Cross-product and cross-customer data integration to successfully
manage a complex content value chain End-to-end ROI visibility for partners through a Revenue Operations
Center (ROC) that monitors revenues, costs, and margins in near-real time
Benefits for Advertisers: Trust and verify information for campaign analysis, cost justification and
advertising “placement”
Copyright © 2009 TeleManagement Forum,All Rights Reserved.18
04/10/23
Scenario 1 Demo
BrandManager(Pepsi)
BrandManager(Pepsi)
Advertising Agency
Advertising Agency Communication
Service ProviderCommunication Service Provider End ConsumerEnd Consumer
Contracts for Marketing Campaign
Contracts for Ad Placement
Contracts for Video, Web and Voice
(Landline, Wireless) via Usage and
Monthly Recurring Charge
Network“Access”
Ad Placement ResultsCampaign
Results
Contract Payment Contract Payment Usage and Subscription
Payment
AccessDiscount/ Payment
Copyright © 2009 TeleManagement Forum,All Rights Reserved.19
04/10/23
Content Encounter: Scenario 2High Value Advertising& MarketingHigh Value Advertising& Marketing
Benefits for Advertisers: Demonstrates how profile information can be captured and shared in a
trusted environment Reduces cost by sending fewer ads but improving call-to-action response
rates Better ROI and higher conversion rate
Benefits for Service Providers: Explores privacy and opt-in issues; shows value of private, yet accessible,
data Offers higher value for advert slots
Benefits for End Users: Offers a discounted or free service subsidized by ads Explores privacy and opt-in issues Reduces spam, receives relevant and valuable information that meet their
Copyright © 2009 TeleManagement Forum,All Rights Reserved.20
04/10/23
Scenario 2 Demo
20
Ad Delivery
Ad Selection
Rating and Charging
Ad Control
AdInventory
Ads &Campaigns
AdPolicy
EntertainmentSystems
InformationSystems
CommunicationSystems
AdvertiserAccounts
Ad Rating& Charging
UserAccounts
Usage Rating& Charging
“Physical Delivery” Media servers Physical insertion E.g.: streaming servers,
IPTV, MMS-C, etc
“Relevancy and Control” Collect context from network Control both service/session and ad delivery
Generate inventory Maintain subscriber privacy Improve relevancy
Insertion frequency Bidding process
Sigma Training Services
© 2009 Sigma Systems
Thank YouThank You
Brian CappellaniBrian CappellaniCTO, Sigma SystemsCTO, Sigma Systems
[email protected]@sigma-systems.com(416) 365-3966(416) 365-3966