Unlocking the Value of Your Subscriber Data
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Brian Cappellani, CTO, Sigma Systems Presented at teh SCTE Cabel TEC EXpo 2008 on Advanced Advertising.
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Unlocking the Value of Your Subscriber Data
- 1. Unlocking the Value of Your Subscriber Data for Advanced Advertising Brian Cappellani CTO, Sigma Systems
Notas do Editor
- Internet advertising has grown dramatically and is starting to gain market share at the expense of TV advertising Cable operators must proactively address this to protect and grow their advertising market share Cable operators also face advertising competition from video alternatives which also can provide advanced advertising --- need to ensure they provide superior offering for both viewers and advertisers Need to make ads more relevant to subscriber and more interactive to reduce fast-forwarding through ads
- Cable operators need to provide the same qualities that are attracting advertisers to the Internet, --- these capabilities are what needs to be addressed by an advanced advertising solution In order for this advanced advertising to provide a good ROI: Need to introduce standards to drive down the cost of the components and allow multi-vendor interworking Re-use existing infrastructure where possible – HE, ad insertion equipment, STBs Leverage existing repositories of subscriber information The TV continues to be a superior platform for advertising due to: Its ability to present high quality, engaging ads, TV viewers are more inclined to view ads The ad medium in –TV typically fills the entire screen vs. just an Internet banner ad which can easily be ignored
- Linear advertising can become more targeted by using dynamic ad insertion at the headend or node (to target geographical zones), or at the STB which can be used to select the appropriate ad from multiple simultaneous ad channels or from ads that have been downloaded to a STB’s DVR. Overlay graphics can be used on top of standard ads to provide localization (i.e. local distributer) and targeting (add overlay messaging to reinforce messages most relevant to area being targeted) Ads can be added for each VoD session – before and after the show, and when the user pauses the show EPG provides a new vehicle for placing ads on part of the EPG interface as user walks through the various screens of EPG Tru2way provides that ability to provide interactive ads Ability to push a button to have more information sent to you about a product or service Ability to push a button to watch a telescope ad – video ad that provides more detail about product or service Unicast advertising opportunities such as VoD and SDV provide unique opportunities for targeting as they can take advantage of the information known about the individual subscriber versus an aggregated profile of a neighborhood.
- Existing repositories ----sub profiles , VOD, PPV and LD usage records: International LD records can infer ethnicity, Subscriber service profiles in service management/subscriber management systems Analyzing viewing habits and preferences can be used to infer information such as: Kids or no kids Age groups in the household Interests in sports or hobbies Lifestyle interests Intellectual interests Language group or affiliation Single vs couple household Male vs female Emerging repositories – Customer viewing habits from OpenCable and tru2way STBs once there is enough critical mass to warrant collection and analysis Demographic information for the neighborhood can be associated to subscriber address: These include information such average income, ethnic groups, blue collar vs. white collar, young families vs. older community, etc. Psychographic information is based on inferred behavior, lifestyles, opinions and values for different social classes and groups
- SCTE 130 is a 7 to 8 part standard --- the 1st four parts are largely completed and the standards work is now focused on completing the remaining parts (POIS, SIS, Transport, GIS)
- SIS reuses many assets of existing Subscriber Management, OSS and BSS systems
- Depending on the ad placement opportunity, the ADS or ADM could be requesting the AQs for an individual subscriber (i.e. for a VoD ad), or it may query for a list of STBs that meet a particular AQS (i.e. for linear ad targeting in a particular zone)
- Most information will change infrequently and you may only want to collect on a weekly or monthly basis Different repositories use different subscriber keys -- you need to resolve these to the correct subscriber
- Raw usage information may not identify channel or genre being watched and, therefore, additional processing and lookups will be needed to create useful information that can then be analyzed. This analyzed information would also need to be resolved to the correct subscriber and potentially stored as AQs only in the SIS.
- SCTE 130 advanced advertising works at the STB ID and AQ level only and, therefore, there should not be a mechanism to know the actual subscriber that is being targeted — i.e. name and address — therefore privacy is maintained. The SIS database itself may have more specific subscriber information in order to do its function — however, this more detailed info should not be available to any queries If subscriber opts out – his AQs cannot be used for any queries
- The information contained in a well designed service management system should provide cable operators with the ability to build AQs and support targeted advertising through information such as: Customer location – both physical address and location in network (node, HE) This supports AQs around neighborhood and network zone What video services they are subscribed to Specialty channels or packages can infer interests, hobbies, language group, etc. Identify if the subscriber is a broadband Internet user and what tier they are subscribed to Identify if the subscriber has several family members (# of emails, family/kid channels) The IDs for the STBs belonging to the subscriber The number and type of STBs can indicate whether the subscriber can receive interactive ads and EPG ads The cable operator can use the subscriber service profile themselves to target ads to only up-sell services the subscriber does not already have Over time, other information sources (such VoD usage, 3 rd -party demographics) can be brought into the SIS to provide additional AQs as demand and revenues warrant.
- The type of information contained in SIS can potentially also be leveraged to support other applications to help further justify an SIS investment. These include: Automated targeted up-sell recommendations/promotions for CSRs, IVR on-hold messaging and web portal promotions Automated rules that determine what additional service(s) a subscriber may most likely be interested in based on current services and usage Support customer care retention and loyalty programs – support staff can more readily identify the incentive that is more likely to keep a given subscriber Provide marketing reports to assist in identifying new service product opportunities SIS information can be used to assess potential demand for a new service Potential to personalize cable operator-provided video and Internet applications Can use information about likely family makeup and interests to modify interface and content to better meet user needs Customer support applications — i.e. identify STBs impacted by an outage Could support query to identify services and subscribers impacted by a service outage
- There may be automation requirements to eliminate or minimize human intervention required in the execution of advertising campaigns including dissemination of campaign information to the advanced advertising components that need to know about it across the cable operators network, and collection and correlation of advertising results
- Subscriber data is critical to be able to highly target ads SIS provides a standards-based way of collecting and exposing subscriber info for advanced advertising Info in a service management system provides a strong starting point for SIS SIS can be leveraged to support other applications for the cable operator With new, advanced-advertising platforms, cable operators can provide targeted advertising capabilities that are superior to what can be offered on the Internet to both broadcasters and their own direct advertiser customers. An advanced advertising solution will enable Cable operators to be well positioned to protect and grow their advertising market share.