Harmonic today announced that its multiscreen transcoding and delivery ecosystem now supports workflows compatible with Adobe Primetime’s ad insertion capabilities, enabling monetization of multiscreen video delivery with Adobe’s state-of-the-art “TV everywhere” platform. The Harmonic Multiscreen Ad Insertion solution includes Harmonic’s ProMedia® Live real-time multiscreen transcoder, ProStream® with ACE® real-time transcoder, ProMedia Origin multiscreen packager and streaming video server, MediaGrid shared storage, as well as the WFS file-based workflow engine, which manages ProMedia Carbon or ProMedia Xpress file-based transcoders to prepare ad content for delivery. This workflow is compatible with the Adobe Primetime platform, which enables pay-TV service providers and broadcasters to insert advertising as well as manage program substitution and blackouts for any device with access to the web.
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Video Breakthroughs
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Monitoring innovations in post-production, head-end, streaming, OTT, second-screen, UHDTV, multiscreen strategies & tools
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Nicolas Weil
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What is significant about all ABR formats is that they separate the control aspects of the protocol from the video data. They share the general concept that video data is encoded into chunks and placed onto an origin server or a CDN. To start a streaming session, client devices load a manifest file from that server that tells them what chunks to load and in what order. The infrastructure that serves the manifest can be completely separate from the infrastructure that serves the chunks.
The separation of these concerns provides a basis for dynamic content replacement, as it is possible to dynamically manipulate the manifest file to point the client device at an alternative sequence of video chunks that have been pre-encoded and placed on the CDN. The ability to swap chunks out in this way relies on the encoding workflow generating video chunks whose boundaries match possible replacement events.
Nicolas Weil's insight:
On the same topic, see "Live & On Demand Targeted Ad Insertion" from Seawell Spectrum http://goo.gl/wefuJ 
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UK Pay TV provider BSkyB will deploy addressable advertising for linear television next summer, starting with a large selection of its owned channels including Sky 1 HD, Sky Living HD and Sky Atlantic HD, but not covering live events, including sports, during Phase One of the roll-out. At launch over 7 million Sky homes will be enabled with the ability to combine sophisticated household profiles with real-time decisions on which home should see which advertisements and the dynamic ad insertion technology that serves pre-placed ads from the PVR hard drive into the linear advertising spots.
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Yospace technology replaces content and advertising in realtime at the headend, meaning that it is delivered as a single stream without buffering or freezing. The objective is that every single stream can be personalised for a specific viewer.
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Some news came in today stating that TubeMogul has partnered with Innovid to bring a single login dashboard that offers both interactive online video advertising and real-time bidding and online video ad placement. I thought, 'this is the future of online video ads.'
Some of my major trends to watch at the beginning of the year were real-time bidding and interactive video ads (as well as connected TV ads, I hit the trifecta!). Today's announcement showed that both of those things are indeed gaining some serious traction, because now they're being offered in a single product thanks to TubeMogul and Innovid.
The future of online video advertising is definitely moving toward a more interactive experience, as it should because that is the main differentiator from TV ads. They're a total lean back, or get up and use the toilet, experience. They always have been, and will continue to be so until everyone has a connected TV and the broadcasters and TV advertisers see the true value of digital advertising which is, the interaction factor.
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No need to be a Wall-Street veteran to analyze the performance of OTT companies. The current situation is that Netflix is struggling with the studios about content costs making it very difficult to maintain high margins as the studios raise prices time after time. Hulu, the super-group of the content business is not profitable, and not to mention YouTube which still loses hundreds of millions. And still, everyone is trying to jump on the bandwagon.
The inevitable question is why we see such a gold-rush when there are no evidence for gold?
General Patton said once “If everyone is thinking alike, then somebody isn’t thinking.”, is that the case? As of now, it sure is.
There is one solution which addresses the biggest challenge of online video ads – how to gain more CPM per ad, or in other words how to earn more money : it is called Real-Time Bidding or RTB.
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![SeaWell Networks & BlackArrow Partner to Enable Monetization of Multiscreen TV with Targeted Advertising [PR] | Video Breakthroughs | Scoop.it](https://img.scoop.it/wOFh77Ibzx1aQq69dADtxjl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
SeaWell Networks today announced successful integration with BlackArrow, a worldwide provider of advanced advertising solutions for New Television platforms, and the debut of their combined technology at The Cable ShowMay 21 - 23 in Boston.
SeaWell’s core product, Spectrum, creates a TV-like experience where advertisements are stitched into one continuous adaptive bitrate video stream. This approach raises completion rates and disables ad-skipping software.
The SeaWell-BlackArrow integration streamlines the ability of pay-TV operators to dynamically insert advertising into linear or time-shifted content that is viewed on TVs, tablets, smartphones and other IP devices. The joint solution leverages SeaWell technology to eliminate the need to create multiple interfaces and streams for different devices and video formats, and uses the capabilities of the BlackArrow Advanced Advertising System to determine ad payloads, decisioning and reporting.
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Commercial broadcasters need to move quickly to ensure they have engaging second screen apps and content to keep viewers loyal beyond the main television screen, then find ways to sell that new inventory to advertisers. We are facing a period of disruption during which third-parties will fight them for eyeballs with companion apps that are synchronised, possibly in real-time, with what is happening on the television. There could be new advertising money for TV, flowing from direct marketing budgets because of the interactivity and social engagement that is possible on the second screen. But there is no guarantee that this money will go to the people that created the programming that this new inventory relies upon. And there are warnings from the advertising industry that there will be no sentimental loyalty to broadcasters where direct marketing and data-centric buying agencies are involved. While it is early days for synchronised second-screen advertising, it looks like this is going to be big.
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Grass Valley demonstrates how easy it is to take any live program and automatically format it for the web and mobile computing devices, complete with the ability to replace advertisements in the live stream, with its turnkey MediaFUSE Live automated content repurposing and multi-distribution system.
This plug-and-play streaming solution offers dynamic live streaming in the Flash, HLS-5, and Windows Media formats. This allows TV broadcasters and all types of multi-platform content providers to automatically convert linear content and stream it live to address 95% of the multimedia consumption devices (such as the Apple iPad, iPhone, and Google Android) in use today.
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Video ad technology provider Panache is introducing the ability to insert interactive ad overlays in HTTP live streaming (HLS) content delivered to iOS and Android connected devices. Panache is announcing the capability at ELEVATE: Online Video Advertising Summit. Panache CEO Steve Robinson, who briefed me last week on the capability, sees this as primarily supporting dynamic ad insertion into live television streams that would be simulcast to devices.
Watch video here : http://www.youtube.com/watch?v=isWZrNRSCoo
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The IAB’s Video Ad Serving Template, or VAST, was developed to provide publishers and advertisers with a common language for video player technology. In parallel, the Digital Video Multiple Ad Playlist, or VMAP, was created to detail ad insertion possibilities in instances where a programmer doesn’t control the video player or end-point distribution channel for content it owns.
The purpose of these two standards is to make video advertising more scalable and straightforward for industry participants, and Adobe is happy to announce that our Adobe Primetime Ad Serving is fully VAST 3.0 and VMAP 1.0 compliant. It is capable of both generating and reading VAST 3.0 ad calls, and allowing for inventory rights sharing among programmers and distributors with VMAP 1.0.
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Vendor Showed ‘Linear Extensions’ Technology at CableLabs Interop Event Last Month.
The new services include: Linear Replication, which uses linear schedule ingest and dynamic ad insertion to replicate the original linear TV ads on tablets and IP devices; and Linear Addressability, which can swap out linear ads and replace them in real time with household-addressable spots. BlackArrow’s Linear Extensions use CableLabs’s new Event Signaling and Messaging (ESAM) specification as well as SCTE 130 standards for dynamic ad insertion.
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Real-time bidding (RTB) has the potential to change the way digital video is bought and sold. At my company we believe more than 50% of video impressions will be bought via RTB over the next three years. At this point, it’s not a question of if, but when?
First some background: an industry study recently said that RTB for video will generate $667 million in revenue in 2013, up from close to zero in 2011. Additionally, in the display ad world, Google recently stated that RTB accounts for 80% of revenue on its AdX platform. Furthermore, Facebook’s recent announcement of an RTB exchange for its inventory demonstrates the power of this model across different advertising ecosystems.
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The online video advertisingofferings continue to expand and I thought I would go through the whole list of them and give some of my thoughts on the pros and cons of each. I won't go too deeply into specific products from ad networks, just a general overview as they all fit into one category or another. Where possible I give some examples so you can better visualize the ads themselves, for : - In-Stream Video Ads - Companion Ads - In-Page Video Ads - In-Text Video Ads - Sponsorship Graphics - In-Game Video Ads - Connected TV Video Ads - Game Console Video Ads
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Intel is counting on facial-recognition technology for targeted ads and a team of veteran entertainment dealmakers to win over reluctant media partners for its new virtual television service.
According to five sources who have been negotiating with Intel for months, the company is emphasizing a set-top box employing Intel technology that can distinguish who is watching, potentially allowing Intel to target advertising.
The set-top box pitched by Intel doesn't identify specific people, but it could provide general data about viewers' gender or whether they're adults or children to help target advertising, two sources said.
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The International Telecommunication Union has approved eight advanced-advertising technology standards developed and published by the Society of Cable Telecommunications Engineers, elevating the suite of SCTE 130 specifications to a worldwide standard. The SCTE 130 standards collectively describe the communications, control and data structures for inserting digital ads into video streams in an addressable manner. Using equipment that complies with the specs, operators can dynamically deliver advertising in linear broadcast, video-on-demand or other content based on business rules.
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CableLabs -- hoping to spur the industry's adoption of dynamic video-on-demand advertising -- has released tools under a free open-source license for testing standards-based VOD ad-insertion equipment.
The R&D consortium's Document Profile Architecture (DPA) toolset is designed to let vendors and developers test implementations based on the SCTE-130 set of specifications. SCTE-130 define techniques for the delivery of interactive and targeted ads in cable VOD systems and other on-demand environments.
Essentially, the DPA Toolset lets developers emulate multiplatform architectures for delivering ads across an array of distribution channels, including VOD streams, Web pages and interactive program guides.
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For years, viewers have found creative ways to ignore TV ads — some switch channels, some record shows and fast forward through ads later, but lately many TV viewers have taken to “tuning out” by turning to conversations happening on second-screen applications during ad breaks. Now brands will have a new way to connect with audiences during commercial breaks, by inserting messages into users’ Twitter streams while their ads show on TV. Startup SecondScreen Networks is rolling out a new product called SyncTweet that can automatically send Tweets during commercial breaks with the hashtag of the show that viewers are watching.
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This Technology, a New York City-based start-up specializing in software for dynamic ad insertion, on Monday unveiled a free, open-source interconnect software solution called SoftLink. According to the company, SpotLink--which it says is immediately available--is a standards-based solution that connects SCTE-130-compliant Dynamic Advertising Insertion (DAI) systems to broadband ad servers, using the Interactive Advertising Bureau's (IAB) Video Advertising Serving Template standard.
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