![]() ![]() In each case you author the application in HTML5, building it once in the cloud for use across multiple devices. Murali Nemani, Senior VP and Chief Marketing Officer at ActiveVideo, reckons there is money to be made by Pay TV operators and CE device platform owners from interactive advertising.ĬloudTV and CloudTV AdCast use the same core cloud technology and device client software to achieve similar aims, only where before ActiveVideo focused on the UI as an application that needed to be delivered, now it is treating an interactive ad campaign as an application, too. One, already live, is from L’Oreal for a branded channel experience and another, a proof-of-concept, is from American Express. It claims this could finally open up the market for interactive advertising by enabling something closer to ‘author once, use anywhere’.ĪctiveVideo is working with interactive advertising campaign design/delivery specialist BrightLine to bring the solution to market and at CES 2014, which started today, it is demonstrating two major brand campaigns that use the technology on the Roku platform. ActiveVideo, whose CloudTV User Interface solution is being used on 10 million devices today to deliver UIs from the cloud in real-time, has taken its core technology and added some advertising specific features, including firewall security to take account of a possible influx of third-party authored HML5 advertising applications into Pay TV operations centres, and unveiled a new product: CloudTV AdCast. The concept of cloud-rendered UIs is now being applied to interactive advertising in a move that could dramatically reduce the cost and time-to-market for a whole range of interactive marketing including the new breed of brand experience channels.
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