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Packet Vision Frame-Accurate Advertising Over IPTV
Packet Vision, video advertising provider and TANDBERG Television, part of the Ericsson Group, have announced that they have partnered to deliver an advanced targeted advertising solution.
The companies have built what they believe to be the world’s only solution capable of delivering truly frame-accurate splicing in H.264 over IPTV, which is a key component in ensuring seamless delivery of addressable advertising.
The solution was used to provide addressable advertising to university students subscribed to Inuk’s Freewire Service - an IPTV network that provides triple play services to universities across the UK.
Ads played out during Channel 4 commercial breaks that weren’t relevant to students were replaced with ads for a major UK convenience food brand during May.
It was the second such campaign to be completed successfully.
Both campaigns were achieved using Packet Vision’s addressable advertising service, and employed Packet Vision’s PV1000 and TANDBERG’s EN8030 encoder.
The PV1000 is Packet Vision’s fully integrated appliance with ad server, splicer and router.
Powered by the VIDEO SWITCHING ENGINE, the PV1000 is architected to provide optimum addressability and unparalleled video quality to the network edge.
The TANDBERG EN8030 encoder is based on the company’s MPEG-4 AVC compression platform and provides a solution to delver quality pictures at the lowest bitrates.
A frame accurate splice was defined as a splice occurring with an error margin of no more than 2 frames.
Packet Vision and TANDBERG Television believe that the next-best available solution would have an error margin of at least 6 frames or ¼ second, which is clearly visible to the human eye.
Accurate splicing is an essential element of ad insertion or replacement, and therefore a basic but critical component of addressable advertising.
Without such accuracy, ad spots can either cut into the spots that follow them, or run short - leaving holes in the commercial break when an ad is inserted, or showing the original ad when that ad is replaced.
Packet Vision provided TANDBERG Television with an analysis of Channel 4’s programming feed and with the tools required to fine-tune the legacy TANDBERG E5720 MPEG-2 encoder and the new EN8030 MPEG-4 AVC encoder - making them the only encoders currently available that can enable such frame-accurate splicing.
The solution developed through collaboration between Packet Vision and TANDBERG Television adheres to SCTE35 and SCTE104 standards.
TANDBERG Television Details
TANDBERG Television, part of the Ericsson Group, delivers multimedia technology and expertise used by many leading broadcasters worldwide.
With a broad suite of open, standards-based products, TANDBERG Television offers the solutions for Digital TV, HDTV, VOD, and IPTV.
Packet Vision Details
Packet Vision is a video advertising company.
Its managed advertising service provides highly granular targeting on the basis of lifestyle and location over IPTV.
As the service develops it will also include mobile TV, web TV and future video platforms.
Packet Vision has developed a delivery platform based on IP technology, together with a low-risk, low capital-investment business model.
It allows generic commercials to be replaced with specific, targeted ads, achieving a high level of granularity.
The service supports local ad insertion, and enables advertisers to select their audience on the basis of lifestyle, location and viewer behaviour.
The same ad can then be sold many times over, substantially increasing its value per home and improving the relevance of advertising for TV viewers.
Since its launch in 2004, Packet Vision has announced commercial trials in the United States and Europe, and has partnered with IPTV network operators, broadcasters, advertising agencies and advertisers.
The company has offices in the UK, the US and France.
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