Packet Vision and TANDBERG Television team for targeted advertising solution

June 18, 2008 - Packet Vision has partnered with TANDBERG Television, part of the Ericsson group, to develop an advanced targeted advertising solution that offers what the two companies claim is the only solution capable of delivering frame-accurate splicing in H.264 over IPTV.

The solution was used to provide addressable advertising to UK university students subscribing to Inuk Networks' Freewire triple-play service. The campaign was carried out during Channel 4 commercial breaks, with adverts not relevant to students being replaced with advertising for a major UK convenience food brand during May of this year, and became the second such campaign to be successfully completed.

Both campaigns were delivered using Packet Vision's addressable advertising service, and involved Packet Vision's PV1000 product, a fully integrated appliance that combines ad server, splicer and router, and TANDBERG's EN8030 encoder. A frame-accurate splice was defined as a splice occurring with an error margin of no more than two frames, and the companies claim that the next-best available solution delivers an error margin of at least six frames, clearly visible to the human eye.

Patrick Christian, CTO and founder of Packet Vision said: “It’s easy to forget that standards within television are about ensuring the quality of viewer experience. If IPTV is going to meet those standards – and it has to – then collaboration is critical for all members of the ecosystem. Working closely together, Packet Vision and TANDBERG Television have developed the first solution for frame-accurate IPTV ad replacement - a significant step towards achieving true targeted addressable advertising.”