SeaWell’s comments around 2014 trends have appeared in the cover story of the Jan/Feb issue of CSI Magazine, entitled “What’s ahead for TV?” Please click the link below. The article is is on page 22, and relevant comment from SeaWell is featured on 24.
http://www.csimagazine.com/Digital_edition/JanFeb2014/csi_DigitalEdition_JanFeb2014.pdf
Parks Associates – New Trends in Digital Delivery and CDNs by Kurt Scherf
http://www.csimagazine.com/Digital_edition/JanFeb2014/csi_DigitalEdition_JanFeb2014.pdf
The section about SeaWell is on page 121, other companies include MobiTV and Edgeware.
The issue is available via the following link: http://www.bbpmag.com/2013mags/november/BBC_Nov13_webFINAL.pdf
We are pleased to report Colin Mann has included SeaWell’s comments in his Test & Monitor feature in the November-December 2013 issue of Euromedia magazine.
SeaWell’s inclusion can be found on page 18 in the attached pdf the magazine, or online at this link http://www.joomag.com/magazine/euromedia-november-december-2013/0908215001386700718.
Fred Dawson published the feature story about monetizing multiscreen, titled Monetizing Multiscreen Poses Hard Tech Choices at the Edge. This is currently the lead story on the publications homepage. Dawson included a number of quotes from his conversation with SeaWell at SCTE Cable-Tec Expo, supporting SeaWell’s differentiators and explaining complexities of ABR advertising. In addition to SeaWell, Dawson also included ARRIS, Time Warner, THIS Tech, and Envivio.
Per our conversation this morning, the InBroadcast IBC issue can be found here: http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201309/index.php#/62
Finally, The Year of the VOD Ad
Technology advances in on-demand platforms are expected to usher in a major leap forward in revenue come 2014
By George Winslow — Broadcasting & Cable, 11/11/2013 12:01:00 AM
SCTE Cable-Tec Expo Show Daily – Arris, SeaWell combo on multiscreen delivery
Click to access Cable-TecExpo_Day1.pdf
SCTE Cable-Tec Expo Show Daily – Arris, SeaWell combo on multiscreen delivery – Continued
Click to access Cable-TecExpo_Day1.pdf
SCTE Cable-Tec Expo Show Daily Day 3 – SeaWell intros dynamic manifest manipulation system
Print page 8
CED Broadband Direct – SCTE Cable-Tec Expo Show Daily Day 1
Email Newsletter
Broadband Technology Report – ARRIS, SeaWell Team on Multiscreen Ads
http://btreport.net/2013/10/arris-seawell-team-multiscreen-ads/
Digital TV Europe – SeaWell and Arris develop joint advertising solution
http://www.digitaltveurope.net/114862/seawell-and-arris-develop-joint-advertising-solution/
Financial-News.co.uk – SeaWell enables multiscreen advertising with ARRIS by Gulli Arnason
Advanced Television – Arris and SeaWell partner got target ads
http://advanced-television.com/2013/10/17/arris-and-seawell-partner-got-target-ads/
Streaming Media – SeaWell Announces Spectrum Manifest Delivery Controller to Enable Per-Session Targeted Advertising for Multiscreen
Broadcast Engineering – SeaWell Announces Spectrum Manifest Delivery Controller to Enable Per-Session Targeted Advertising for Multiscreen
TMC News – SeaWell enables multiscreen advertising with ARRIS
http://www.tmcnet.com/usubmit/2013/10/22/7493134.htm
Multichannel News – SeaWell, Arris Forge Multiscreen Ad Pact by Jeff Baumgartner
http://www.multichannel.com/distribution/seawell-arris-forge-multiscreen-ad-pact/146129
CED – Arris, Seawell combo on multi-screen ad delivery by Brian Santo
http://www.cedmagazine.com/news/2013/10/arris-seawell-combo-on-multi-screen-ad-delivery
CED Broadband Direct – Arris, Seawell combo on multi-screen ad delivery
Newsletter
Light Reading – SeaWell, Arris Enable New Multiscreen Advertising Revenue
Light Reading Cable Daily – SeaWell, Arris Enable New Multiscreen Advertising Revenue
Newsletter
Light Reading Daily – SeaWell, Arris Enable New Multiscreen Advertising Revenue
Newsletter
Broadcast Engineering – SeaWell and ARRIS Enable New Multiscreen Advertising Revenue Opportunities for Operators
Streaming Media – SeaWell and ARRIS Enable New Multiscreen Advertising Revenue Opportunities for Operators
Convergence of TV – SeaWell, Arris partner on multiscreen ad solution by Jim O’Neill
http://www.theconvergence.tv/2013/10/17/seawell-arris-partner-on-multiscreen-ad-solution/
Rapid TV News – ARRIS hitches up with SeaWell for multiscreen video ads by Michelle Clancy
Cable Spotlight @TMC Net – ARRIS, SeaWell Tackle In-Home Multiscreen Advertising by Tara Seals
Mediacaster Magazine – SeaWell Partners to Enable New Multi-screen Ad Opportunities for Operators
Telecom Paper – Arris, SeaWell announced integrated advertising offering
http://www.telecompaper.com/news/arris-seawell-announced-integrated-advertising-offering–973757
The Streaming Media list of top 100 companies that matter most in online video in 2013 is out, with SeaWell Included! You can view the list here:
IBC
CSI – The future of multi-screen by Duncan Potter
Click to access csi_DigitalEdition_SeptOct2013.pdf
CSI – Taking Companion Apps to the next level by David Adams
Click to access csi_DigitalEdition_SeptOct2013.pdf
Screenplays – SeaWell’s Spectrum Anchors Multiscreen Rollouts Worldwide by Fred Dawson
http://www.screenplaysmag.com/2013/09/06/seawells-spectrum-anchors-multiscreen-rollouts-worldwide/
CSI – CSI Awards Supplement
Click to access CSIawardsBrochure2013.pdf
Digital Journal – SeaWell Networks and Civolution Announce Joint Multiscreen Security Solution
http://www.digitaljournal.com/pr/1465689#ixzz2eoSO1UYA
CED Broadband Direct – IBC: SeaWell, Civolution join forces on multi-screen security by Mike Robuck
CED – IBC: SeaWell, Civolution join forces on multi-screen security by Mike Robuck
http://www.cedmagazine.com/news/2013/09/ibc-seawell-civolution-join-forces-on-multi-screen-security
Broadcast Engineering – SeaWell Networks and Civolution Announce Joint Multiscreen Security Solution
InBroadcast – Targeted Ads For Multiscreen A Reality by Duncan Potter
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201309/index.php#/62
VOD Professional – IBC 2013 Review by Kauser Kanji
http://www.vodprofessional.com/features/ibc-2013-review/
Telecom Paper – SeaWell, Civolution partner for multiscreen security service
http://www.telecompaper.com/news/seawell-civolution-partner-for-multiscreen-security-service—96724
TMC News – SeaWell Networks and Civolution Announce Joint Multiscreen Security Solution
http://callcenterinfo.tmcnet.com/news/2013/09/13/7407701.htm
Streaming Media – SeaWell Networks and Civolution Announce Joint Multiscreen Security Solution
VOD Professional – SeaWell Networks and Civolution announce joint multiscreen security solution by Kauser Kanji
IBC Daily – IBC Daily, Pirates beware!
Telecom Paper – SeaWell, Civolution partner for multiscreen security service
http://www.telecompaper.com/news/seawell-civolution-partner-for-multiscreen-security-service–967243
IBE – Seawell Networks CMO Duncan Potter Interviewed at Connected World 2013 by Will Garside
http://www.ibeconnects.com/NewsArticle.aspx?ArticleID=c0d22867-4db1-43c7-a771-f4f87c06e2e2
nScreen Media – Seawell delivers virtual Pay TV solution, and per user piracy protection by Colin Dixon
ITVT – INTERACTIVE TV HEADLINES ROUND-UP (II): APPLE TV, AT&T, BRIGHTCOVE, BROADBANDTV, CABLEVISION, INVIDI, CBS, CINEMACRAFT, CISCO, CIVOLUTION, SEAWELL, ENVIVIO, CNN, COMCAST, COMMERCIAL BREAK by Tracy Swedlow
ITVT Newsletter – [itvt] Issue 16.16 – All the Latest Interactive TV Headlines
Newsletter
Cable @ TMC Net – Breaking News
http://cable.tmcnet.com/BreakingNews.aspx
Cable @ TMC Net – SeaWell Networks and Civolution Announce Joint Multiscreen Security Solution
http://cable.tmcnet.com/news/2013/09/13/7407701.htm
nScreen Media Newsletter – nScreenMedia Week in Review September 20th by Colin Dixon
Newsletter
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AV Magazine – IPTV Tech Briefing: VoD comes of age
http://www.avinteractive.com/features/49831/iptv-tech-briefing
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From above: Published December 2013
Finally, The Year of the VOD Ad
Technology advances in on-demand platforms are expected to usher in a major leap forward in revenue come 2014
By George Winslow — Broadcasting & Cable, 11/11/2013 12:01:00 AM
After nearly a decade of delays, video-on-demand advanced advertising has finally reached the enviable state where discussion of the subject revolves around real deployments instead of predictions for when programmers and operators will finally start using the technologies.
VOD dynamic advertising insertion (DAI) systems have already been fully deployed across all the Comcast Cable systems, and deployments are well advanced among other major operators and programmers. “In terms of MSOs, we are up to 29 million homes in the top 10 DMAs,” or designated market areas, says Chris Pizzurro, head of sales and marketing at consortium Canoe Ventures, which is backed by Comcast, Time Warner Cable and Cox. “We did an average of 55 campaigns per week in the month of September.”
Why This Matters
As on-demand viewing rises, programmers are looking for better ways to monetize VOD usage.
Nick Troiano, president of Black Arrow, which provides advertising technologies to major operators, notes the company expects some 65 networks to be using their technologies over the next year and that the footprint for DAI efforts should hit 40 million by the end of 2014.
For the moment, much of the focus is on expanding the footprint of DAI services and their potential for better monetizing VOD viewing after the C3 ratings window (the first three days after broadcast). But operators, vendors and programmers are also looking at how these ads might help advertising with the traditional C3 window, more targeted advertising solutions and technologies that might help unify VOD ad delivery with the multiplatform TV Everywhere offerings of live and on-demand content.
The Other 78%
Much of the early attention is on the post-C3 window, with programmers inserting new ads on day four so that they can get some revenue from the 78% of VOD viewing that occurs past the C3 window, Pizzurro says. “It is the low-hanging fruit in VOD because there are so many impressions that aren’t being monetized,” he says.
Some of the biggest pushes in this area are expected in early 2014. For example, Fox tested DAI over the summer and is planning a full rollout in January.
Toby Byrne, president of advertising sales at Fox Broadcasting and Fox Sports Media Group, stresses that VOD advertising deployments have a number of advantages because viewers are more engaged and the fast-forward feature is disabled.
“Dynamic ad insertion is our viable solution to utilize impressions beyond the three-day window with ads that are current,” Byrne says.
Ads Everywhere
Time Warner Cable will also be ramping up its advanced advertising efforts in 2014, reports Joan Gillman, executive VP and COO of Time Warner Cable Media. They will be expanding their recently deployed TWC Media Ads Everywhere, which allows ads to be dynamically inserted into live programming from more than 50 cable networks available on tablets via the TWC TV app and their VOD sales efforts. “We are very excited about the advanced advertising opportunities as we start to scale them up in 2014,” Gillman says.
Further down the road, vendors are also working to deploy technologies to better tie together ad systems for linear, VOD and the digital delivery of content as part of TV Everywhere offerings. “All of those systems developed as silos with different technologies,” says Andrew Rowe, head of multiscreen TV solutions for the Americas at Ericsson, which will be awarded an Emmy this year for its work on VOD advertising. “But one of the long-term keys to success will be to try it all together in a way that can serve customers more relevant ads.”
This will, however, require a great deal of integration between various systems. “The challenge is that there are a number of processes that touch the ad before it is delivered, and that introduces risk that something might go wrong,” says Duncan Potter, chief marketing officer at SeaWell Networks, which has been deploying solutions to overcome this particular issue.
Operators are also eyeing systems for delivering advertising that can be finely targeted to specific demos once VOD advertising becomes more popular. “The focus has been on maximizing the reach of dynamic ad insertion. But once it takes off and there is money flowing through the system, the next wave of VOD will be targeted advertising,” says Aseem Bakshi, general manager of advertising at SeaChange.
SIDEBAR
Opening New Windows Through VOD
While much of VOD dynamic ad insertion is focused on post-C3 windows, Comcast and others are actively exploring a number of other options to better monetize on-demand platforms.
Following a major push by Comcast to expand the amount of popular TV content on its VOD platforms in recent years, the MSO has seen a major uptick in usage (a 40% jump between 2011 and 2013) that in turn is making the platform increasingly attractive to advertisers, reports Matthew Strauss, senior VP of digital and emerging platforms for Comcast Cable.
Strauss argues that increased VOD usage is also boosting live viewing because viewers find it easier to catch up on episodes they have missed. Following a heavy promotion of NBC’s The Blacklist being available ondemand, Strauss adds that the live commercial ratings in Comcast homes were 16% higher than in non-Comcast homes and there was a 98% increase in VOD and DVR viewing.
Comcast is also increasingly acquiring rights to full seasons of episodes for shows and has been experimenting with programmers on inserting the C3 ads being used for the current episodes into all of the episodes for an “on-demand commercial rating” that would give programmers credit for catch-up viewing. “We are trying to empower programmers with a number of ways to better monetize the content,” Strauss says. —GW
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