September 29, 2008

BBWFE: ALU intros targeted IPTV Advertising Solution

Alcatel-Lucent is introducing a new advertising delivery solution for IPTV networks that can help enhance the TV ad model by enabling service providers to distribute ads to distinct groups of consumers. Alcatel-Lucent’s Targeted and Interactive IPTV Advertising Solution is designed to increase IPTV revenue by making it possible for advertisers to reach the most attractive potential customers with ads that are more timely and relevant, as well as better measure the effectiveness of their campaigns. The solution also offers a variety of interactivity features that enable consumers to view additional information about products that interest them.

The Targeted and Interactive IPTV Advertising Solution gives IPTV operators the ability to insert ads into TV programs that are aimed at particular communities of interest and even specific households. These ads are delivered using anonymous subscriber profiles based on service usage and demographic data authorized via an “opt in” process and retained in a secure, privacy-protected repository by the service provider. The solution incorporates subscriber data analysis and management capabilities - to support ad targeting - and audience measurement features to precisely analyze the effectiveness and return on investment (ROI) from particular campaigns. Combined, these capabilities will enable service providers to dramatically increase the value and attractiveness of their available ad slots (also known as “inventory”).

This new solution is a key element of Alcatel-Lucent's broader initiative to enable service providers to leverage their IP-based networks to enhance and evolve the TV and video viewing experience to make it more compelling for subscribers, while opening new revenue opportunities. Toward this end Alcatel-Lucent is driving the development of smart, IP-based, video-centric networks that offer subscribers a consistent, high-quality, personalized and interactive viewing experience.

The Targeted and Interactive IPTV Advertising Solution also takes advantage of the capabilities of the next generation of Alcatel-Lucent’s industry-leading Triple Play Service Delivery Architecture (TPSDA) – dubbed TPSDA 2.0 – which was also introduced today. TPSDA amplifies and extends the power of service providers’ IP networks by distributing an array of new capabilities - including targeted and linear ad insertion - throughout the network.

The key elements in the targeted and interactive IPTV advertising solution are:

*New Targeted Ad Insertion Splicer and Targeted Ad Insertion Agent- deployed in a distributed fashion but operating in tandem - along with novel IPTV channel and ad activity tracking functions, all integrated into our market-leading TPSDA
 

*5930 Interactive Media Manager which enables dynamic interactive applications and advertising campaigns
 

*8660 Datagridsuite, 8920 Service Quality Manager, and5410 Presence Serverwhich unify subscriber data and measure responses for greater effectiveness of ad content
 

*Robust advertising ecosystem for IPTV networks featuring a variety of best-in-class third parties.
 

*World-class professional and integration services
 

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