Interactive TV ad and technology firm Everstream is teaming up with Atlanta’s Concurrent Computer Corporationin a partnership that looks to establish an foothold in the nascent — but highly anticipated — video-on-demand advertising market.
The agreement solidifies what has been an ongoing joint development effort to integrate Cleveland-based Everstream’s campaign management, delivery, and targeting systems into Concurrent’s MediaHawk VOD platform.
Ideally, such an integrated system would enable Concurrent’s roster of cable operator clients to offer advertisers and agencies new opportunities to reach VOD users.
“Users will be able to select from a wide array of content and receive promotions specific to them,” said Fred Allegrezza, Concurrent’s chief technology officer. “Everstream’s solutions are necessary for our industry’s roll out of on-demand and interactive television applications.”
While video-on-demand, like other iTV services, has years to go before it becomes a major force in the television marketplace, Concurrent is partnered with several cable companies that are undertaking trials and early deployments of the technology. For instance, the firm is working with AOL Time Warner’sTime Warner Cable in seven U.S. markets, Comcastin nine, and Cox Communicationsin three.
“Video-on-demand represents a unique opportunity for cable operators to generate incremental advertising revenue through impression-based and targeted advertising,” said Stephen McHale, Everstream’s president and chief executive officer. “We’re only scratching the surface in being able to reach out directly to consumers and viewers, and targeting the most relevant advertising to them. The fundamental way in which we view television is going to change profoundly, as is the way advertisers reach viewers.”
Continued McHale, “This entree into the video-on-demand marketplace, with a premier company like Concurrent, signals that the next-stage of on-demand television and the associated new advertising is well on its way.”