Broadcasting

Jun 29, 2006
Atlas, TANDBERG to enhance advertising placement for on-demand television

UNITED STATES -- Atlas, a provider of digital marketing technologies and expertise and an operating unit of aQuantive, and TANDBERG Television have announced an agreement to integrate and market their respective next-generation on-demand advertising campaign management solutions. The combination of Atlas On Demand’s automated campaign management, ad decision logic, optimisation and reporting tools for media buyers with the TANDBERG AdPoint On Demand Advertising Platform for managing dynamic ad placement for media sellers, operators and programmers will enable advertising agencies to efficiently plan, buy, execute, optimize and measure video-on-demand (VOD) campaigns. In addition, it will allow cable operators and network programmers to manage dynamic ad placement and achieve greater revenue opportunities.

Braxton Jarratt, senior vice president, marketing and business development, TANDBERG, said: "Free video-on-demand is a great value for consumers and a highly competitive differentiator for operators. Our partnership with Atlas aligns two market leaders serving the media buying and media selling communities. By combining AdPoint with the technology of Atlas On Demand, we expect to deliver a seamless, end-to-end working solution that removes the technical hurdles to on-demand advertising."

The combination of Atlas On Demand and AdPoint addresses many of the technological constraints advertisers, operators and programmers face with buying and selling VOD advertising today. These constraints include multiple sellers and data standards, long lead times for creative, limited copy rotation and only program-centric metrics – all of which stifle media spending in the category. Together, Atlas and TANDBERG Television will address these limitations and provide robust planning and reporting across sellers, flexible lead times for creative, copy rotation and ad measurement, as well as the foundation for improved targeting.

Jay Schiller, vice president, business development, Atlas on Demand, added: "Teaming with TANDBERG Television advances Atlas’ mission to proactively address the digital needs of our agencies and advertisers. We are making more flexible and efficient tools to successfully execute, optimize and measure VOD advertising campaigns. We are committed to working with top technology partners through open architectures, to realise the full potential of new on-demand advertising business models."