ARRIS hitches up with SeaWell for multiscreen video ads

Michelle Clancy | 18-10-2013

ARRIS Group and SeaWell Networks have announced an integrated advertising solution for multiscreen video that melds SeaWell's Spectrum IP session delivery controller technology into the SkyVision ad insertion platform by ARRIS.

The result is a platform for inserting localised, session-oriented ads and programming to be delivered at the home network level to give brands and operators control and customisation capabilities across screens.

"The proliferation of connected devices has tremendous potential to generate new revenue for operators, but only if they have the right tools to address this multiscreen ecosystem," said Brian Collie, CEO of SeaWell Networks. "ARRIS has a legacy of leadership and global reach in addressable ad management solutions, which combined with SeaWell's per-IP-session technology, gives operators and their marketing partners an unprecedented ability to target ads to viewers in both live and on-demand content. Our best-in-class solution is the answer to effectively monetising the multiscreen environment."

A recent ARRIS and Motorola Mobility study found that consumers want to be able to move content between devices more easily; 76% would be interested in a service that automatically loaded content a user liked to their mobile phone or tablet, to enjoy when on the move. Smartphones and tablets are also driving most multi-room content behaviours – they are watched more than broadcast TV in the bedroom (46% and 41% versus 36%). These portable devices are also used in less-conventional rooms; 10% of tablets are used in the kitchen. Tablet owners are the leaders here: on average, tablet owners watch 6.7 hours of movies a week versus the average of 5.5 of non-tablet owners.

"SeaWell is a clear market leader for targeted ad insertion on multiscreen devices, with global deployments among tier-one operators," said Neerav Shah, vice president and general manager for Multiscreen Video Infrastructure and Cloud Business Solutions at ARRIS. "This makes SeaWell a perfect complement to our leading portfolio of end-to-end multiscreen and advertising solutions. By integrating Spectrum into our SkyVision platform, ARRIS is not only enabling operators' multiscreen shift to IP, but also offering the most powerful advertising solutions for this next-generation of TV."