New “Enhanced Video Intelligence Architecture (eVIA)” Utilizes Adaptive Bitrate Ad Insertion to Enable Hyper-Targeted Ad Delivery to Multiple Devices
SUNNYVALE, Calif.– MobilityWire® – September 7, 2011
RGB Networks, the leading provider of scalable multiscreen IP video delivery solutions, today announced the launch of its Enhanced Video Intelligence Architecture (eVIA), a suite of products and technologies including RGB’s award-winning Video Multiprocessing Gateway (VMGTM) and TransAct Packager, that provides hyper-targeted ad insertion capabilities for the integrated delivery and monetization of video to multiple screens over adaptive streaming delivery protocols.
Online and mobile viewing of premium video content is increasingly complementing and augmenting the traditional TV experience. In order to monetize premium video services over new adaptive streaming protocols, a new video ad insertion infrastructure, based on open-standards, is required. To meet this need, RGB Networks, leveraging years of industry-leading ad insertion expertise, is bringing a first-of-its-kind product suite to the market with eVIA based on adaptive bitrate ad insertion technology.
RGB’s eVIA multiscreen IP video delivery and ad insertion ecosystem utilizes advanced adaptive bitrate streaming to facilitate targeted advertising down to the neighborhood, device or even specific individual subscriber demographics. The key benefits of delivering ad insertion in this manner is that video service providers have a simpler, cost-effective and more scalable solution than offered by traditional ad insertion methods while allowing hyper-targeting down to the most granular level. With increased revenues from targeted advertising, video service providers will be able to offer subscribers enhanced multiscreen services, such as OTT video delivery, nPVR, and Catch-up TV. The eVIA framework also gives providers the added benefits of cost-effective and seamless program substitution, blackouts and channel switching utilizing the same infrastructure.
“With end-users expecting personalized video services to be accessible on any network connection and on any device, providers are searching for options to increase revenues and lower the cost of delivering TV Everywhere services,” said Yuval Fisher, Chief Technology Officer for RGB Networks. “With eVIA’s hyper-targeted ad insertion capabilities, providers can increase revenue while simultaneously upgrading their networks to support large scale deployments of both on-demand and linear content to multiple devices.”
According to a Digital TV Research study, the average revenue per user for TV services will fall over the next five years. Two trends contributing to this decrease are consumers going to sources other than traditional video providers for video content, and at the same time video service providers being unable to increase their ad revenues. Adaptive bitrate ad insertion combined with OTT delivery opens the door to the possibility for operators to deliver advertising content to specific interest-based segments in a network, raising their revenues.
“With eVIA’s adaptive streaming ad insertion capabilities, providers can take charge of and monetize content in a way they were unable to before,” continued Fisher. “As providers accelerate the rollout of their TV Everywhere services, the investment in new IP infrastructure means they must look beyond the traditional ad insertion methods. Utilizing this new hyper-targeting adaptive streaming architecture, eVIA ensures providers around the world can truly monetize their content, off-set costs and successfully future-proof their business models.”
About RGB Networks’ Enhanced Video Intelligence Architecture (eVIA)
eVIA from RGB Networks provides a suite of standards-based products that provides advanced HTTP streaming video services for the delivery and monetization of video to multiple screens. Designed to be highly flexible, the eVIA ecosystem provides the scalability necessitated by the accelerating growth of multiscreen services, with industry-leading density and reliability designed into every component.
Leveraging RGB’s years of ad insertion expertise, eVIA enables service providers to monetize HTTP streaming services, whether on managed or unmanaged networks, finally providing true targeted advertising capabilities, leading to a new revenue source for operators.
This first-of-its-kind architecture will take HTTP streaming services well past today’s capabilities with shorter adoption time than usually seen with new technologies.
At IBC 2011, stand 4.C78, RGB Networks will demonstrate for the first time adaptive bitrate streaming in Apple HTTP Live Streaming (HLS) format utilizing its eVIA product suite. A white paper providing more details on RGB’s eVIA can be downloaded at www.rgbnetworks.com/resources.
About RGB Networks
RGB Networks enables video service providers to migrate to a multiscreen environment for the delivery of linear and on-demand video over managed and unmanaged IP networks. Wide adoption of the company’s solutions is based on core strengths in transcoding, advertising and overlay insertion, and statistical multiplexing. RGB’s solutions for video delivery to TVs, desktop and mobile devices are built to deliver the highest video quality at the best price-performance on the market—they uniquely offer the density and scalability required to support the growing demands of consumers with integrated functionality that simplifies operators’ network architectures and minimizes operational costs. RGB’s products are deployed by over 200 cable, telco, satellite, OTT and mobile operators in 30+ countries. Venture capital firms Accel Partners, Comcast Interactive, Focus Ventures, Granite Ventures, Institutional Venture Partners, Kleiner Perkins Caufield and Byers, and Mitsui & Co. Venture Partners have invested $63 million in the company. RGB is a private, profitable company based in Sunnyvale, California with offices around the world. For more information, please visit www.rgbnetworks.com.
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