Juniper Networks are the company behind the E-Series Routers,
a system allowing IPTV providers a greater level of choice and give
more targeted advertising services.
“Juniper Networks has added the E-120 Router to their E-Series
which
offers providers the ability to give media agencies and programmers
viewing data with a level of detail that even Nielsen can’t provide,”
said Gary Southwell, Juniper’s director of multiplay
solutions.
“It’s
no longer a sample of subscriber activity, it’s a per channel, per time
slot, per ad slot view of actual IPTV usage.”
“The E120 addresses a major concern for service providers,
specifically how to cost-effectively scale their IPTV services to reach
a larger subscriber base served by smaller, space and power-constrained
sites,” said Jeff Heynen, directing analyst, Broadband and IPTV,
Infonetics Research.
“Furthermore, the E-series multiplay ad solution
will allow IPTV providers to deliver highly-targeted and
context-specific ads to their subscribers across the 3
screens–TV, PC,
and mobile phone–giving them a huge advantage over their
competitors in
the eyes of advertisers and ad buying agencies.”
Interview With Gary Southwell
Gary Southwell, Director of Multiplay Solutions at Juniper
Networks addressed some questions about their E-Series Routers.
How will the E-Series routers add value to gathering
data
against
Nielson?
Gary Southwell: The E-series of
routers have a capability to
allow the service
provider to report what Live TV or On-Demand TV programs and ads have
been seen. This is an augment to what Nielsen can do today with its
people meters.
They can only report an average over a half hour for the
few homes that actually have people meters and note sample size of
metered homes is no more than a couple of thousand in any major metro
market, and missing from all small markets altogether.
Our solution on the other hand can report back for all
connected
homes, which programs and which ads were watched on a per second
basis.
Why this is critical is this is just what the advertisers have
asked
Neilson to do – rate the commercials shown – not the programs, but they
did not have the capability with the current people-meter
technology.
This allows service providers to step in and fill that need
and likely
sell the data to Neilson as well as the programmers and media agencies,
to combine with their own data. This data can also be used to help sell
ads and provide a guarantee or SLA as to who is watching them.
To what extent have you seen interest from the
Gaming sector,
especially for platforms like Second Life which, can have a targeted Ad
experiences as part of an event?
Gary Southwell: This approach has
not been directly extended
into the gaming
services yet, but we have extended it to web surfing, where our
solution with our partner NebuAD allows the placement of context
relevant ads into white space on surfed web pages.
Gaming will be interesting, in that the provider could mine
data
from TV viewing, or web surfing and combine that data in a back-end
system to be used to decide what ad content to send based on context
(interest) derived from the other services.
[Content in whole or part adapted from IPTVe and is licensed under Creative Commons, no addition derivative works may be copied from this article without prior permission from IPTVe and Web TV Wire]
