ARRIS, a communications technology solutions provider with international presence, recently announced that it has completed a series of successful advanced advertising use cases at its CableLabs Advanced Advertising Interop (News - Alert).

The presentations included Dynamic Video on Demand Ad Insertion with the help of audience qualifiers, Dynamic Addressable linear advertising, Interactive Telescoping Advertisements and Interactive Television under the umbrella of the EBIF brand.

By making full use of the SCTE130 standard, ARRIS and many industry collaborative solutions providers worked together to provide 4 demonstration cases as requested by CableLabs. The companies with which ARRIS worked to complete the interoperability exercises included BlackArrow, FourthWall Media, OpenTV, Sigma Systems (News - Alert), This Technology and UniSoft.

The launch of the SCTE130 standard and the EBIF brand is testimony to the fact that matured advanced advertising is a fresh revenue stream for the cable industry. Standards-based interfaces often work well to improve the time to market of complicated and different solutions components. It can also help bring about an improved and intuitive advertising revenue channel. Standards like the SCTE130 will also ensure uniform adaptation of the technologies in any service providers’ networks. This will make their day to day operations much easier and also cut down on capital expenditure and boost revenues in the long run.

“We are very excited to be able to bring these addressable advertising solutions to the industry,” Joe Matarese, vice president and general manager of the ARRIS On Demand Systems Division, said in a statement. “Leveraging open systems and emerging standards like SCTE130 allow ARRIS to provide innovation and a superior level of addressable advertising across a wide array of broadcast and time shifted programming, enabling our cable clients to address the increasing demands of advertisers for accountability, performance and addressability."

The ConvergeMedia Distribution and Applications platform is capable of delivering comprehensive back office functionalities. This helps service providers to combine high speed data and video services with On Demand and Advanced Advertising products, thus providing content search features, recommendation engine integration and customization features.

The integrated model provides all round content management from acquisition to consumption. It also provides a heterogeneous and tiered content for improved storage and streaming. This is complemented with a high availability design that is important for ‘always on’ revenue generating advertising and On Demand services. Advertising professionals now have the option to divide ad messages by audience qualifiers, demographic, zone, genus and time of day, both on the lines of linear programming and dynamic VOD.