Last month, RGB Networks and OpenTV collaborated with several other vendors to demonstrate EBIF-based addressable overlay ad insertion at CableLabs’ interoperability event.
The demonstrations, which included 24 vendors, used RGB’s Broadcast Network Processor (BNP) and OpenTV’s campaign management platform to show how cable operators can generate new ad revenues through localized, audience-focused, overlay-based advertisements into both liner and VOD content.
The companies showed two types of EBIF demonstrations:
- “Pre-bound,” in which EBIF data was embedded into traditional video ads that were then inserted into programming by the BNP during local ad availability spots.
- “Late-binding,” in which EBIF data was dynamically inserted by the BNP into network programs, network ads and during local ad insertion events, allowing for addressability.
Also demonstrated was network-based, late-binding overlay insertion utilizing the BNP’s SCTE 130 Ad Management Service (ADM) and the OpenTV Ad Decision Service (ADS), which allows for broader coverage of graphic overlays to set-top boxes and any other downstream MPEG subscriber device.
