Wurl implements ad-supported OTT delivery to STBs


Michelle Clancy

| 13 August 2015

Wurl's AdSpring service has launched cloud-based functionality including video hosting, transcoding, ad sales, ad management and distribution of ad-supported over-the-top (OTT) content to pay-TV set-tops and other connected devices.

"The world's largest audience for video and advertising is on pay-TV," said Sean Doherty, CEO and co-founder of Wurl. "We're making it easy for online video producers to distribute to pay-TV systems and for operators to keep their subscribers engaged with online programming."

Wurl's AdSpring platform was built to address the more than 150 million connected set-top boxes (STBs) worldwide that deliver both traditional pay-TV programming and streaming video services. In the US, connected STBs have been deployed by operators including Cablevision, Comcast, DirecTV, WOW!, Suddenlink, RCN and others.

AdSpring integrates technologies from online video partners including Brightcove, Google, Amazon, SpotXchange, Operative and others, to provide streaming video playback, dynamic ad insertion and detailed reporting for video producers, operators and pay-TV subscribers. Wurl charges a cost-per-view (CPV) fee for each ad, and ad revenue is shared between video producers and pay-TV operators.

"We believe that there is a large opportunity for the pay-TV industry to embrace Web video, and the way that Wurl is using Brightcove Once to deliver monetised streams to set-top boxes is truly innovative," said Anil Jain, SVP and GM of media at Brightcove. "We're excited to be working with Wurl to help deliver the next wave of video content to this enormous audience."