Cablevision, ActiveVideo deploy cloud-based ad platform
| 06 May 2014
Cablevision and ActiveVideo are working together to deploy a new monetisation platform offering the delivery of HTML5 interactive ads from the cloud, extending rich, graphic-intensive ads to television.
HTML5 support on the new CloudTV AdCast means that ads can be written once and run across screens, including the TV. Cablevision's initial trial deployment with will include American Express and its interactive TV app, called Amex NOW.
"Pay-TV's efforts to scale interactive TV advertising repeatedly have been hindered by the fragmentation and limited resources of the millions of existing set-top boxes," said Jeff Miller, president and CEO of ActiveVideo. "Cablevision's market leadership is enabling brands to bring to television the personalisation, interactivity and metrics that have driven the success of Web ads."
In addition to more interactive features, the new platform will offer Cablevision advertisers data insights into the actual effectiveness of their ad buys, viewer engagement, response-rates and conversion. These insights can then be used by advertisers and their agencies to further optimise their campaign and ad messaging.
"Simplifying the process for advertisers to extend interactive ads to television is a key objective for Cablevision," said Ben Tatta, president of Cablevision Media Sales. "We look forward to the launch of AdCast and the introduction of new, more robust ad solutions for American Express and all of our valued clients."
Debuted earlier this year at CES, CloudTV AdCast enables interactive TV ads to be rendered in the cloud, streamed irrespective of graphics, memory and processing power of devices and navigated via existing remote controls. inShare0