RGB Networks and OpenTV collaborated with other partners to demonstrate several advanced advertising capabilities for cable TV operators at the Advanced Advertising 1.0 Platform Interoperability event recently held by CableLabs. Enabling the demonstrations were RGB’s Broadcast Network Processor (BNP) and OpenTV’s campaign management solution, which integrated to show how operators can generate new ad revenues through localized, audience-focused, overlay-based advertisements that can be inserted into either linear programming or video-on-demand (VOD) content.

The demonstrations were based on several existing and developing standards, including Enhanced TV Binary Interchange Format (EBIF), which enhances ads by enabling viewers to interact with them, such as requesting additional information or participating in voting or polling. The companies showed two types of EBIF demonstrations:
“Pre-bound” in which EBIF data was embedded into traditional video ads which were then inserted into programming by the BNP during local ad availability spots
“Late-binding” in which EBIF data was dynamically inserted by the BNP into network programs, network ads and during local ad insertion events, allowing for addressability

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