Sigma Systems (News - Alert), a provider of advanced IP service fulfillment solutions, along with two other companies, BlackArrow and ARRIS, has unveiled a joint end-to-end advanced advertising solution that enables cable TV operators to cross-promote their services to subscribers in dynamic video-on-demand, or “VOD,” environments.

 

Additionally, all the three companies together also demonstrated the advanced advertising, which encompasses segmentation data from Nielsen for enhanced addressability.

 

BlackArrow is a provider of advanced advertising solutions for new television platforms. Its multiplatform advertising system is designed specifically for video content distributed over any on-demand platform. This facilitates mainly media companies and distributors to maximize advertising revenues.

 

ARRIS is a technology company for voice, data and video. It specializes in technology supporting triple- and quad-play broadband services for residential and business customers worldwide. It supplies broadband operators with the tools and platforms they need to deliver reliable telephony demand driven video, next-generation advertising and high-speed data services.

 

The joint solution, which is an addressable advertising solution in a dynamic VOD environment, is target for the multiple system operator, or “MSO,” community. It combines BlackArrow's Advanced Advertising System for dynamic VOD, ARRIS's ConvergeMedia Ad Decision Manager, or “ADM 1.0,” with Sigma Systems' subscriber information service, or “SIS,” for audience qualification.

 

With the help of this joint solution, cable operators will be able to launch in-house campaigns to cross-promote their services to their existing subscribers.

 

Rick Mallon, vice president of Product Management for Sigma Systems, said that being able to target subscribers with relevant offerings is a great way for cable operators to increase ARPU and reduce customer churn.

 

“Now MSOs can effectively cross-promote their services, ensuring that triple-play bundles and premium channel packages are only offered to subscribers most likely to upgrade,” Mallon said.

 

Moreover, the combined services facilitates cable TV operators utilizing BlackArrow’ platform to query the Sigma SIS to access Nielsen segmentation data. This enables an additional level of addressability as well as precision for advertisers, who want to reach qualified audiences.

The company demonstrated how Subscriber Information Service (SIS) is the key enabling component for audience qualification using PRIZM data provided by data integration partner Nielsen Claritas.

 

Officials with Sigma gave an illustration during the CableLabs (News - Alert) Summer conference. In case, Sigma’s SIS would allow an MSO with a triple-play offering to identify all subscribers of its broadband and TV services, then BlackArrow’ platform can be utilized to target and deliver the most effective house ad, which will promote its digital phone service to the segmented, qualified audience. Meanwhile, the ARRIS VOD system would manage the physical delivery as well as the reporting of the addressable house advertisement to the subscriber on the operator's HFC network, thereby providing a complete end-to-end closed loop system for the delivery of addressable, cross-promotion services campaigns.

 

“Subscriber addressability is a key component for MSOs and advertisers to more effectively reach video-on-demand audiences with their messaging,” Chris Hock, senior vice president of product management at BlackArrow, said. “Moreover, newly integrated access to Nielsen segmentation data provides yet another degree of addressability that will further help establish new advertising opportunities within VOD environments.”