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BizReport : Advertising archives : December 17, 2008

Leading companies partner to give marketers more options

Concurrent, This Technology, INVIDI and BIAP are teaming up to give marketers another option for their interaction marketing campaigns. The companies are partnering to develop platforms in which cable and broadband providers can give marketers options such as targeted Video On Demand (VOD) ad insertion, bumpering, telescoping and reporting.

by Kristina Knight

As part of the plan, Concurrent has integrated its Myriad advanced advertising products into BIAP's ETV/EBIF platforms. Over the next year more platforms and synergies will be developed.

David King, chief marketing officer of Concurrent said, "The product lines for all four companies are complementary; this collaboration will allow all to broaden their product portfolios with applications built on the latest in SCTE standards, while pursuing the goals of the industry in regards to advanced advertising. The next generation of fully integrated advertising business models presents many technological challenges. The creation of an alliance that promises to develop an advanced advertising ecosystem may be just the thing needed to accelerate the industry into this new territory."

Concurrent has also tested it's platform with SCTE 130-compliant products from INVIDI and Metamore/SpotBuilder, advertising supply solutions from This Technology.

By creating platforms within which both cable and broadband providers can offer marketers more options, the companies are creating a unique niche for themselves. As more marketing dollars are pushed online and into rich media, marketers are looking for better options; by giving them the ability to work with a cable or broadband provider, marketers can ensure that their message is the same online and off.

Tags: broadband video, cable, online advertising, rich media, video advertising

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