Cablevision and ActiveVideo are working together to deploy the new CloudTV AdCast platform later this year. This new capability enables delivery of HTML5 interactive ads from the cloud and simplifies the process of extending rich, graphic-intensive ads to television. Ads written once in HTML5 can now be extended to TV in a more seamless way that reduces costs and accelerates time to market for advertisers.
Cablevision’s initial trial deployment will include American Express and its interactive TV app called “Amex NOW”.
In addition to more robust interactive features, the new platform will offer Cablevision advertisers key data insights into the actual effectiveness of their ad buys, viewer engagement, response-rates and conversion. These insights can then be utilised by advertisers and their agencies to further optimise their campaign and ad messaging.
“Simplifying the process for advertisers to extend interactive ads to television is a key objective for Cablevision,” said Ben Tatta, president of Cablevision Media Sales. “We look forward to the launch of AdCast and the introduction of new, more robust ad solutions for American Express and all of our valued clients.”
“Pay-TV’s efforts to scale interactive TV advertising repeatedly have been hindered by the fragmentation and limited resources of the millions of existing set-top boxes,” said Jeff Miller, president and CEO of ActiveVideo. “Cablevision’s market leadership is enabling brands to bring to television the personalisation, interactivity and metrics that have driven the success of Web ads.”
Debuted earlier this year at CES, CloudTV AdCast enables interactive TV ads to be rendered in the cloud, streamed irrespective of graphics, memory and processing power of devices and navigated via existing remote controls.