Video delivery provider SeaChange is offering its advanced advertising services to companies Armstrong and Beam, helping them launch new and enhanced advertising initiatives.
The core features of SeaChange’s platform include built-in programmatic sales technology for broadcast ads and advanced targeting mechanisms for OTT – such as ways to monetize free ad-supported streaming TV (FAST) channels.
SeaChange’s advanced advertising also leverages contextual information, like image recognition, to more precisely target advertisements.
“Our advanced advertising platform, which represents a culmination of more than 25 years of experience in providing the market with ad insertion technology, helps operators, broadcasters, content owners, and publishers maximize the value of their video advertising business from both their linear TV and streaming operations,” said Robert Rozycki, VP of product and marketing at SeaChange International, in a statement.
Armstrong and Beam are expected to launch SeaChange’s platform in the third quarter of 2022. Beam is a cable TV and internet provider serving Alabama, while Armstrong is a Multiple System Operator (MSO) offering TV, internet and phone services throughout the U.S.
According to Mike Giobbi, chief technology officer at Armstrong, SeaChange is “well positioned” to execute Armstrong’s ad insertion plans for linear broadcast and linear streaming.
“SeaChange works across all our vendor relationships to protect our existing ad revenue streams, while also expanding new revenue opportunities with targeted advertising,” he noted in a statement.
Beam is also aiming to implement linear broadcast ad insertion for its platform, said Jason Rang, CTO at Beam. Dynamic linear ad placement is particularly a hot topic in the media business, as advertisers want to bridge the gap between linear and digital viewers.
Roku and LocalBTV recently unveiled their own dynamic ad insertion products, and Vizio’s Jump Ads present an interactive overlay that plays at the end of linear TV programs.
“We’ve worked closely with the SeaChange team to implement an industry-leading linear broadcast ad insertion system and are confident this system will enable us to meet both our strategic and technical ad insertion goals as we shift our focus to streaming going forward,” Rang said in a statement.
In other news with SeaChange, the company in December planned a merger with Triller, a short-form social media service similar to TikTok. However the merger, valued at about $5 billion, was terminated by the companies earlier this month.