Sigma Training Services
May 12, 2010
CIO.IT | Competition 2010
Advanced Advertising & Subscriber Knowledge
Brian Cappellani
CTO, Vice President of Engineering
© 2008 Sigma Systems. Private & Confidential.
© 2010 Sigma Systems - Private and Confidential
2
Value Proposition of Advanced Value Proposition of Advanced Advertising Advertising
Driven by erosion of ad revenues and market share
Advanced Advertising provides:
• Dynamic insertion
• Addressability
• Measurability
• Accountability
Ability to segment and target audiences adds value to advertisers
• More than 80% of ad community willing to pay a premium for addressable TV ads¹
Personalization and targeting is key to engaging the audience
¹Parks Associates research report, Advertising Outlook, Shifting Dollars, November 2009
© 2008 Sigma Systems. Private & Confidential.
© 2010 Sigma Systems - Private and Confidential
3
Challenges With Subscriber DataChallenges With Subscriber Data
Disparate Data “Silo” Repositories
No common view of subscriber
Subscriber identifiers are varied and inconsistent
No discernment between Household, User, Viewer
Managing Privacyand Security
Subscriber Preference Controls
• Opt In vs Opt Out
Operator Policy Control
• Defining User Access
Segmentationand Profiling
No easy way to define new or more granular customer segments
Performance
Requires sub-second response times
© 2008 Sigma Systems. Private & Confidential.
© 2010 Sigma Systems - Private and Confidential
4
What Operators Need To DoWhat Operators Need To Do
DeliverRelevancy
Enable 360 DegreeCustomer View
PersonalizeSubscriberPreferences
EnhanceData
SegmentAudience
Maximize Privacy& Security
LeverageStandards
Optimize Sub Data Managementfor Advanced Advertising
© 2008 Sigma Systems. Private & Confidential.
© 2010 Sigma Systems - Private and Confidential
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Benefits Benefits
Improved SubscriberData Management
& CustomerKnowledge
Potential forImproved Ad
Revenues& ARPU
Improved Operations& In-houseMarketingEfficiencies
Standards-basedApproach to
Accessing Data CanEase Implementation
& Enhance Performance
Makes Segmentation,Profiling &
AddressabilityEasier
Solves AudienceReach, Ad
Effectiveness &Ad Efficiency
© 2008 Sigma Systems. Private & Confidential.
© 2010 Sigma Systems - Private and Confidential
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Sigma’s SIS Advanced Advertising SolutionSigma’s SIS Advanced Advertising Solution
STCE 130 standard-compliant• Provides SCTE 130 Part 6
Subscriber Information Service (SIS)
Enables addressable advertising
Leverages Sigma’s Subscriber Service Management Expertise
Multi-screen, multi-platform
Drives ad revenues and ARPU
Provides privacy and security
High performance for dynamic insertion
© 2008 Sigma Systems. Private & Confidential.
© 2010 Sigma Systems - Private and Confidential
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CableLabs Advanced Advertising CableLabs Advanced Advertising Interop Use CasesInterop Use Cases
© 2008 Sigma Systems. Private & Confidential.
© 2010 Sigma Systems - Private and Confidential
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SIS Monetization OpportunitiesSIS Monetization Opportunities
SIS and Personalization can turn these opportunities into revenue-generating services
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