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.
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