Packet Vision, the UK-based IPTV advertising specialist, has revealed details of the commercial launch of its delivery platform at IBC2006. Specifically designed for an IPTV environment, the platform offers network operators the first cost-effective and easy way to implement local ad insertion, targeted advertising and interactive advertising.

Traditionally, setting up even a straightforward local ad insertion system can cost many tens of thousands – if not hundreds of thousands – of euros before even the first advertisement is inserted. Packet Vision's business model eliminates these enormous up-front costs and allows network operators to generate profits from ad insertion almost immediately.

"Many network operators have looked at the potential revenue stream that can be generated by advertising, but have been put off by the high capital outlay involved," says Patrick Christian, Packet Vision's founder and chief technical officer. "To overcome this problem we do not charge for our equipment but instead provide it as a service.

"Installation costs are minimal and we simply charge a transaction fee every time an ad is inserted or a customer goes interactive and so on. The amount charged depends on the type of advertising, the size of the subscriber base and the number of impacts."

According to Christian, the unusual design of Packet Vision's delivery platform has enabled the company to take this pioneering approach: "We have designed our product in a similar way to internet devices such as gateways or routers, which has resulted in a compact, scalable design with extremely high performance. Just one of our rack-mounted boxes offers performance far in excess of that traditionally provided by a whole cabinet full of equipment. The resultant cost savings make IPTV advertising affordable for even the smallest network operator."

The in-built scalability of Packet Vision's product also has the significant advantage that network operators can initially offer their advertisers straightforward local ad insertion and go on to enhance their service with targeted and interactive advertising when business needs demand.

Packet Vision announces Alaska's MTA is first trial site for its IPTV advertising delivery platform

IPTV advertising specialist, Packet Vision, has announced that the first trial site for its PV1000 delivery platform is Matanuska Telephone Association (MTA): a community-focused telecommunications cooperative in Alaska, US. MTA will use the platform to provide local IPTV ad insertion and it is planned for the system to go live at the end of the year.

MTA chose Packet Vision after finding cable-oriented equipment for local ad insertion uneconomical in terms of size, cost and support.

“We are excited about the opportunity to deploy a truly innovative advertising solution,” says MTA's Keith Southard. “Our company is committed to delivering high-value solutions to our customers. With the advanced capabilities of our IP delivery platform it did not seem prudent to deploy essentially the same system with its limited capabilities as our competitors. We required much more: a solution that could deliver insertion capabilities to match the interactive nature of our IP delivery system. Packet Vision stands out as a vendor that understands ad insertion in the IPTV space."