NOKIA has launched a multiscreen advertising solution
to help operators tap TV and video service advertising revenues forecast to
reach $79 billion in 2021.
The solution, which supports targeted ad placements
for linear TV, time-shifted TV and video on demand, is available now and Nokia
is conducting trials with several operators in the United States.
The Velocix Multiscreen Advertising Solution is a cloud-based,
service-oriented architecture (SOA) that provides client-independent,
network-based ad insertion and replacement.
According to Nokia, the solution scales by dynamically
adding virtual machines and allowing the distribution of personalized advertising
content at the edge of the network - both of which are critical to support
popular live events saying that it is flexibility and allows advertisers to
greater capitalize on time-shifted and localized audiences.
Velocix Multiscreen Advertising builds on Nokia's
Velocix Personalization Platform, which collects individual viewing information
and presents it to an ad decision server to improve the relevance of every ad.
The advanced tracking captures every single viewing
experience, determines whether an ad reaches its intended target viewer and delivers
that data to operators to demonstrate value for ad buyers.
Nokia disclosed that when deployed with a distributed
content delivery network such as the Velocix Media Delivery Platform, the
solution allows manipulation of the content and caching of ads closer to
subscribers saying that this leads to a superior end-user experience, simpler
operations and more efficient use of network resources.
The Velocix Multiscreen Advertising Solution supports
a variety of ad decision servers including Cadent Technology's (formerly
BlackArrow) Central(TM), an advertising control plane which manages multiple
advertising workflows through a centralized platform, and Cadent Technology's
Campaign(TM), an ad decisioning server and web-based application to plan,
manage and analyze advanced advertising campaigns. This allows operators to
select partners to be part of a multi-vendor, best-of-breed cloud-based
infrastructure.
Head of IP Video at Nokia, Paul Larbey, said:
"Nokia is committed to helping our customers optimize their infrastructure
for the delivery of added-value, personalized services. The Velocix Multiscreen
Advertising solution is the first truly scalable ad placement solution in the
market and supports a sound strategy to deliver profitable Cloud TV."
Managing Director and Vice President, ABI Research, Sam
Rosen, said: "Nokia's innovative targeted advertising solution is
architected to help operators optimize the monetization opportunities resulting
from the consumer shift to on-demand and IP content, without further straining
the network delivering video content. The solution's network-centric
architecture works with existing devices and applications, while its
flexibility allows it to address a variety of complementary business cases."
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