Atlanta-based Concurrent says its latest software release for its flagship VOD product MediaHawk VX allows operators to insert unique advertisements in individual VOD sessions at any point during playback.

The MediaHawk VX solution is a software-based, unified, multi-screen video delivery system that features support for traditional set-top-box-based services as well as IP-based services designed to address a growing array of connected devices. According to Concurrent, more than 2.2 million video streams have been deployed worldwide using this solution. 

Using the new enhancement, insertion of mid-roll, pre-roll and post-roll ads within VOD sessions can be directed from an external ad-decision engine using SCTE interfaces and seamlessly introduced into interactive video streams by the server. Ad-replacement features can be used to insert specific ads in time-shifted TV content for targeted zones being served, eliminating the need to capture and store individual broadcast feeds for each “ad zone.”

“VOD advertising represents a great opportunity for our customers to generate more revenue from the streams they are already serving,” comment James Brickmeier, vice president and general manager/Video Solutions. “According to SNL Kagan, cable and telco operators served more than 7.8 billion interactive video streams in 2011, and VOD usage is expected to increase in the years ahead. Each video stream, whether it contains premium VOD content, time shifted TV content, or free content, represents a vehicle for inserting revenue generating advertisements that are tailored to the individual consumer.”

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