Marketing

Canoe Pushes VOD Ad Interop

5/23/2011 12:01 AM Eastern

Canoe Ventures and CableLabs
are trying to light a fire under vendors to get
their systems for dynamic ad insertion in
video-on-demand fully interoperable in an
event scheduled for this week (May 23-27).

CableLabs is hosting the advanced-advertising
interop event at its Louisville, Colo.,
headquarters, although some of the biggest
suppliers in the space will be sitting it out.

Canoe, owned by the six largest U.S. cable
operators, will show off new features of its
Common Advanced Advertising System platform
that support standards-based national
dynamic ad-insertion (DAI) for programmerowned
inventory.

In the demo, Canoe will “emulate the reallife
complexities of a multiple-MSO environment,
illustrating the management of variances
in business and operational logic for stewarding
VOD DAI campaigns over a national cable
footprint,” according to Canoe chief technology
officer Arthur Orduña.

Canoe wants to
move to VOD DAI
field trials as quickly
as possible, with
the aim of commercially
launching the
national platform in
2011 (“Orduña: Canoe
to Help Capture
‘Unmonetized’ On-
Demand Views,” May
16, 2011).

According to an industry source, the event
will include “focused use cases around dynamic
ad insertion for pre-roll, mid-roll, and
post-roll VOD and linear based on pre-defined
profiles for SCTE-130 (2010) messaging and
SaFI 2.1 constructs.”

SaFI refers to the Stewardship and Fulfi llment
Interfaces, jointly created by CableLabs
and Canoe, a suite of specifications that define
different attributes for interactive, VOD and addressable
advertising across multiple operators.

However, some major VOD and advertising
technology suppliers won’t be in the mix.

Vendors sitting out include SeaChange
International, Motorola, OpenTV, Ericsson
and VOD ad-insertion vendor BlackArrow.
Several of the companies indicated the reason
was mainly timing, as they are focused on the
National Cable & Telecommunications Association’s
2011 Cable Show, set for the week of
June 13 in Chicago.

“We won’t be attending the interop... [we’re]
really focusing our efforts on the Cable Show,”
said an executive at one VOD-technology firm.

Vendors that said they do plan to participate
in the VOD advertising interop are Arris,
Avail-TVN, Harris, Sigma Systems and
This Technology.

CableLabs declined to comment.

Separately, last week Time Warner Cable
announced a strategic investment in BlackArrow,
bringing the VOD advertising vendor’s total
funding raised to $65 million.

September
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