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Global TV ad spending on linear TV was estimated to be $140 billion* in 2018, with a growing opportunity for targeted, personalized advertising across multiple screen types that delivers more value and engagement to their clients.
Linear digital program insertion for cable television
Local cable advertising enables cable TV operators to replace ads in national TV channels with ads relevant to customers in a local area (serving group). It is estimated to generate $6.8 billion in revenues for cable operators and continues to grow. CommScope is a market leader in digital program insertion (DPI) for local advertising, with over 15 years of experience, managing more than 60,000 DPI channels in the field.
A comprehensive solution that includes our Emmy-winning advertising products enables operators to generate revenue from local advertising with low total cost of ownership (TCO).
CommScope DPI products for local ad insertion
CommScope Professional Services offers consulting, design, deployment, optimization and managed service capabilities to help you evolve and operate your video network.
CommScope provides a complete solution for linear digital program insertion.
Advantages of the CommScope solution for local ad insertion for cable TV
Multiscreen video advertising at scale
Service providers and content providers must offer innovative targeted advertising products that deliver more value and engagement to their clients seeking to reach the multiscreen consumer.
CommScope Manifest Delivery Controller (MDC) is a market-leading video manifest manipulator—a software solution for server-side dynamic ad insertion, personalization and analytics for ABR IP video.
With the MDC, providers can efficiently deploy and maximize the revenue from their IP video services through:
Using the MDC in conjunction with a pre-integrated third-party campaign management system, MDC allows every consumer to receive highly targeted advertisements and a personalized IP video experience.
CommScope MDC enables targeted advertisements and personalized video experiences on IP video services
Unified IP and set-top advertising
Today, cable service providers typically have parallel systems for IP and traditional set-top advertising, resulting in unnecessary complexity and cost. In response, they are looking for ways to more effectively monetize their video content and unify their advertising infrastructure. Ideally, there would be a single system for both traditional QAM and IP-based video services that allows them to sell ads, manage campaigns, execute the ad delivery and provide reporting from a single platform.
Today: Parallel paths for traditional and IP-based ad insertion with separate ads and systems
The top path represents traditional local ad insertion on transport streams that are delivered over QAM to set-tops. Schedule-based advertising systems enable pre-determined ads to be inserted for a pre-configured ad zone. Advertising targeting is based on geography and defined by the network.
The bottom path shows ABR video delivered over IP to mobile devices and IP set-tops. Advertising is implemented through manifest manipulation and can be targeted at the device level. Typically, these ads are sold on an impression basis.
The result is two separate video formats, two sets of ads, and separate sales, campaign management, ad insertion and reporting systems. This makes it extremely difficult and expensive for service providers to maximize the revenue opportunities by offering campaigns that span devices and screens.
To address this challenge, CommScope enables a fully integrated, cross-platform dynamic advertising solution that provides comprehensive network-based IP advertising that can extend to encompass QAM devices.
In addition, our solution leverages the switched digital video platform to allow service providers to capture viewership data and impression measurement of ads on QAM set-tops. This approach can capture viewership of long-tail channels that are not tracked by audience measurement services. This creates additional ad revenue from channels that previously could not support advertising due to lack of measurement data.
The CommScope unified advertising solution
Using the CommScope unified advertising solution, service providers will be able to:
Unified linear addressable advertising
The cable network continues to evolve, with many operators adopting a distributed access architecture (DAA). The CommScope advertising solution is designed to not only help service providers migrate from traditional QAM ad insertion to a unified IP and QAM advertising solution, but can leverage a DAA architecture and software-based products to improve set-top targeting and flexibility. CommScope calls this the programmable network.
DAA architectures move the physical layer (PHY)—and, optionally, the MAC layer—to the edge of the network. This means the video-edge QAM functions can be hosted in software, resulting in much more flexibility in creating and changing video multiplexes targeted to specific service groups. As DAA is combined with node splits or fiber deep implementations, the QAM network becomes much more segmented, and the ability to target advertising approaches that of IP devices. The ultimate end game for this architecture is linear addressable advertising—the ability to target individual viewers on both traditional QAM set-tops and IP devices.
How it works
The CommScope Video Unified Edge converts ABR video from a unified video backend to an MPEG-2 transport stream for QAM set-tops. It also acts as the video edge QAM core, creating a larger number of more targeted multiplexes—enabling much more discrete targeting of ads on QAM set-tops. Because these multiplexes are defined by software rather than by the wiring of the QAM network, they can be easily changed and supplemented over time.
Similar to the unified advertising solution, a single unified ad platform serves all devices:
Unified advertising for distributed access architectures (DAA)
Benefits of the CommScope programmable network for advertising