US ad agencies, MSOs explore possibilities in addressable advertising

NEW YORK: In the US, four major ad agencies and at least one automaker are exploring the possibilities of addressable advertising. They have been mandated by major clients and different constituents of the cable trade.

A US based firm has launched a new technology for multi-system operators (MSOs) with an intention of wooing them with the digital-into-digital insertion technology. SeaChange International Inc. is already entrenched in the digital ad-insertion market and believes that future forms of advertising — like addressable, interactive and video-on-demand spots — will become significant revenue streams for cable operators.

According to a release, the ability to insert ads digitally into digital-tier streams — a.k.a. Digital Program Insertion or, as SeaChange dubs, it "Transport Streams Insertion" (TSI) — was scheduled to be a main topic at the Cabletelevision Advertising Bureau's Sales Conference in Chicago on Sunday, 18 May 2003.

The company has claimed that MSOs and cable operators in 20 top US markets have deployed that equipment, including Adlink in Los Angeles. SeaChange will promote the availability of "smaller, lighter, cheaper" digital-streams technology.

SeaChange vice president and general manager of broadband systems James Kelso was quoted as saying that the vendor will also talk up its Digital Transcoder software for third-quarter availability, although it's already being used by Time Warner Cable in Houston and San Antonio, Texas.

That software, an enhancement of the company's existing analog-insertion platforms, allows operators to reformat commercials, programs and movies for digital channels, as well as for VOD and HDTV. Several MSOs continue to experiment with addressable, ITV and VOD advertising, as well as with digital-streams insertion.

Latest Reads
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories