Using SCTE 224 To Increase Advertising Revenue (2021)

By Gregg Brown. Stuart Kurkowski, PhD & Neill Kipp, Comcast Technology Solutions

The popularity and adoption of the SCTE 224, Event Scheduling and Notification Interface (ESNI) is opening new use cases where the protocol is a great fit. One new and exciting use cases is for addressable advertising where content providers and operators can use static, national ad inventory which are more targeted to the viewers and therefore potentially generate higher CPMs. Addressable advertisements, in this context, means replacing advertisements sold on broad age/gender demographics with advertising sold on more specific audience definitions. This evolution in ad avails has both content providers and operators excited for revenue growth potential in this relatively untapped market. According to eMarketer, U.S. addressable TV advertisement spending is expected to grow 33.1%, 27.4%, and 16.2% respectively in 2021, 2022, and 2023 and will eventually represent 6.3% of the total TV ad spending.

By clicking the "Download Paper" button, you are agreeing to our terms and conditions.

Similar Papers

Satellite to Fiber Broadcast Execution With SCTE 35 and 224
By Stuart Kurkowski, PhD & Neill Kipp, Comcast Technology Solutions
Scaling a SCTE-224 Policy Decision System to Accommodate Burst Loads Driven by Marquee Events
By Madhuvanth Gopalan, Comcast India Engineering Center; Timothy Wilson, Comcast Technology Solutions; Stuart Kurkowski, PhD, Comcast Technology Solutions
Broadcast and Digital Evolution: The Evolution of Delivering to Any Screen
By Stuart Kurkowski, PhD, Comcast Incorporated
Running a Multi-Tenant Hybrid Cloud for Large Scale Cable Applications
By Neill A. Kipp, Comcast
Targeted Advertising In Linear Television
By Srinath V Ramaswamy, Comcast
Accelerating Advanced Advertising: Supporting EBIF With Cloud-Based Solutions
By Jeremy Edmonds, ActiveVideo Networks
Photon Avatars in the Comcast Cosmos: An End-to-End View of Comcast Core, Metro and Access Networks
By Venk Mutalik, Steve Ruppa, Fred Bartholf, Bob Gaydos, Steve Surdam, Amarildo Vieira, Dan Rice; Comcast
Transitioning Advertising to IP Video
By Jim Owens, CommScope
Increasing MSO Advertising Revenues Through Management Of Ad Skipping
By Dan Holden, Comcast Media Center
Architectures For Advanced Advertising – Commercial Drivers And Engineering Solutions
By Guy Cherry, C-COR Incorporated and Rick Bohrer, Atlas On Demand
More Results >>