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Multi-screen video solutions service provider BigBand Networks has unveiledan application suite designed to enable virtual zoning for linear TV with targeting down to individual devices in a connected home.

Based on the BigBand Media Services Platform (MSP), the application is said to allow ad delivery to be verified by the service provider’s network in a manner consistent with measurement criteria used by advertisers and ad agencies.

BigBand assures that those using the application can increase advertising revenue generated from live TV that is delivered to both set-top boxes and IP-connected devices. Patented virtual zoning techniques are claimed to be able to leads to new multi-screen advertising opportunities.

With the application, digital TV service providers to deliver ads based on targeting criteria most attractive to an advertiser. Ads can be sent to traditional ad zones, to groups of devices based on demographics, or to geographic areas.

The targeted advertising application integrates with existing back-office systems and is claimed to be the first dynamic ad insertion for multicast IPTV with virtual zoning.

“Technical solutions that allow operators to create advertising inventory from advanced TV and IP-based systems are important elements to sustain and grow company revenues in today’s splintering TV ad market,” explained Heather Way, Research Analyst, Parks Associates.  “Virtual zoning is a practical transition from traditional geographic boundary targeting providing a high degree of flexibility for service providers to refine TV addressability while increasing the value proposition for advertisers.”