ActiveVideo Networks and This Technology Develop Dynamic Advertising Capabilities to Monetize iVOD

LOS ANGELES, May 12 /PRNewswire/ -- ActiveVideo Networks™, the global leader in cloud-based interactive television and This Technology, LLC, today announced a joint initiative to enable cable system operators and programmers to improve monetization of and control over advanced VOD advertising to help grow the iVOD category.

The two companies are leveraging the capabilities of the ActiveVideo CloudTV™ platform and This Technology's Metamore and Spotbuilder software to create an SCTE 130-compliant ad serving and delivery solution that enables operators and programmers to dynamically target traditional, Web-based and interactive advertising in conjunction with viewers' on-demand activity.

The joint solution is intended to use This Technology's dynamic metadata and advertising supply management software to enable operators and programmers to replace pre-encoded ads, including mid-rolls, with new or different ads.  The solution maximizes opportunities in an iVOD environment that encompasses web-like functionality including seamless, personalized navigation, search and discovery, recommendations, social television and interactive television.  

The solution is being demonstrated in the ActiveVideo booth (#1801) at Cable Show '10 through May 13 at the Los Angeles Convention Center.

"As iVOD combines historic programming silos into a single content stream, the need for more flexible on-demand advertising approaches will grow significantly," said Jeff Miller, president and CEO of ActiveVideo Networks.  "Our work with This Technology is intended to help operators and programmers to overcome the static nature of on-demand advertising by replacing pre-encoded ads with spots that are targeted to specific viewer interests – similar to the personalization that occurs on the Web."

Historically, advertising associated with VOD content has been limited to pre-encoded mid-roll ads or bookend ads at the beginning and end of video (pre- and post-roll).  The joint solution offers increased control and flexibility – while at the same time reducing operational costs -- by enabling operators to insert and manage delivery of new or repurposed Web-based advertising directly to the set-top box.  Designed for compatibility with standards-based systems already deployed by cable operators, the solution utilizes the This Technology platform to create an accurate view of available ad inventory, including contextual information such as time, region or content.  

"Cable operators and networks have demonstrated their continued commitment to embracing emerging advanced advertising opportunities," said Jeffrey Sherwin, founder of This Technology. "This Technology's work with ActiveVideo to incorporate mid-roll replacements, metadata and SCTE 130 compliance into a robust VOD environment creates yet another compelling opportunity to capitalize on better monetization capabilities and network efficiencies, as well as to promote enhanced subscriber value. Additionally, networks are now empowered to use MetaMore to repurpose ad metadata from the Web and make them accessible to VOD infrastructure using ActiveVideo's iVOD infrastructure."

ActiveVideo immerses viewers in an engaging experience that combines Web video, Web 2.0 functionality and traditional television.  With ActiveVideo, viewers can navigate a completely interactive environment of both linear and broadband programming, including rich interfaces and graphics optimized for TV and remote control navigation; social networking; personal media; niche content; and targeted, actionable advertising.  ActiveVideo uses intelligent MPEG streaming to deliver the Web 2.0 experience to a worldwide television audience through both legacy and next-generation digital set-top boxes and broadband-connected devices.

About This Technology, LLC

This Technology, LLC gives cable operators and networks complete visibility and control over digital content and advanced advertising inventory via a simple, cost-effective and platform-agnostic metadata and ad space management software solution. Through its products MetaMore and SpotBuilder, programmers, MSOs, and other advertising rights holders can more efficiently and cost-effectively identify and control their supply of content and advertising opportunities. As the evolution of advanced advertising infrastructure continues to emerge as a top priority for operators, This Technology empowers the advertising industry to efficiently control the business of cross-platform distribution. For more information, visit www.thistech.com.

About ActiveVideo Networks

ActiveVideo Networks is the world leader in cloud-based interactive services that are redefining television (iTV 2.0). The company's network-centric approach simply and inexpensively enables expanded programming, navigation and advertising possibilities, allowing viewers to define and share their TV experiences. ActiveVideo combines Web-based media and targeted, clickable advertisements with the high-quality video, immediate responsiveness and remote control navigation of television for uniform interactivity across all digital and IPTV set-tops, CI+ enabled televisions, and broadband-connected CE devices. ActiveVideo Networks is based in the heart of Silicon Valley, with offices in Los Angeles, Baltimore and Hilversum, the Netherlands. For more information, visit www.activevideo.com.

SOURCE ActiveVideo Networks