Arris is branching out from its cable roots by showing a targeted advertising platform at this week’s TelcoTV confab in Las Vegas.

Specifically, Arris is introducing a bundled multicast IPTV advertising platform for the delivery of national, regional, zoned and targeted ads at TelcoTV 2012. The end-to-end offering integrates ad storage, streaming, insertion and splicing in only one device, the Arris Media Services Platform (MSP), which offers the ability to insert ads into live, encrypted video content.

Arris MSP inserts linear ads for IPTV service providers by using a Microsoft Mediaroom environment.

The vendor is also showing an ad insertion solution that helps advertisers and operators maximize value from multi-screen services to IP-connected devices while protecting their traditional linear TV advertising revenue stream.

Arris’ advertising technology received a boost when it picked up BigBand Networks last year, which gave the company additional experience in targeted zone advertising, as well as products for linear ad insertion in cable networks and multicast IPTV.

“Advertising represents a significant, immediate revenue opportunity for IPTV operators. Our new bundle lowers the barriers to entry by simplifying the solution and shortening the time to pay back the investment,” said John Reister, vice president of project strategy and edge media processing at Arris. “Local advertising insertion is not just for large operators anymore. Operators can develop new advertising revenue streams with enhanced services such as addressability, virtual zoning and targeting customizable subscriber characteristics.”