Nokia has launched a multiscreen advertising solution to help operators tap TV and video service advertising revenues forecast to reach US $79 billion in 2021. The solution, which supports targeted ad placements for linear TV, time-shifted TV and video on demand, is available and Nokia is conducting trials with several operators in the US.
The Velocix Multiscreen Advertising Solution is a cloud-based, service-oriented architecture (SOA) that provides client-independent, network-based ad insertion and replacement. 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. This flexibility also 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.
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. 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.
Paul Larbey, head of IP video at Nokia, 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.”
Sam Rosen, MD and VP, ABI Research, 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.”