Digital Utilities Ventures has announced an IPTV advertising platform — Vizzads — as a centrepiece of a targeted advertising push for IPTV.
Vizzads matches advertising and delivered content with its audience based on demographics and viewer data for a targeted approach. In advertising, media buyers decide on the details of the ad campaign that define what audience to reach with the desired message, and choose the period and frequency of the campaign.
"The evolution toward all-IP-based content delivery will transform virtually all aspects of cable networks, from the development of hybrid set-top boxes to modular cable modem termination systems and video head ends," said Gary McHenry, CEO of Digital Utilities, noting that he expected to "secure a large portion of the projected $26 billion IPTV advertising market over the next few years."
He added: "Our Vizzage broadcasting network is committed to connecting the world. This vision is built on the recognition that the video services and technology evolution have the potential to transform consumer experience by effectively revolutionizing IPTV into a media-aware network that manages scale and complexity by incorporating a high level of virtualization, and enables generation of new revenue streams by service velocity."
To some extent such a transformation has already begun with the interest in cable IPTV, he noted, "so by 2015, it can be anticipated that most of the major cable service providers will be deploying some form of IP-based video delivery systems as part of their cable networks," McHenry said. "Our Vizzage network will be far ahead, before the cable company's transition."