Scotland's STV Goes with Videoplaza for Multiscreen Ad Sales
Scottish broadcaster STV has chosen Videoplaza Karbon to monetize its programming on multiple devices, including smartphones, tablets, game consoles, connected TVs, and YouView set-top boxes. London-based Videoplaza is an ad management company, and it introduced ad platform Karbon in March 2012, as a tool for running video ad campaigns across multiple devices.
By using Karbon, STV will be able to serve ads on catch-up programming it offers through its STV Player service, its stv.tv website, local site stvlocal.com, and various connected devices. Karbon will let STV sell and run campaigns across all platforms. Karbon is flexible enough, Videoplaza says, to accommodate new devices or platforms that STV might add in the future.
Videoplaza notes that it's one of the first companies to offer ad sales opportunities for YouView set-top boxes. YouView viewers can watch both live and catch-up programming from STV and Freeview. DVR controls let users pause and rewind live television.
"To strengthen our digital offering and take full advantage of the multi-screen opportunity, we needed an ad management system capable of monetizing across all current and future digital platforms," said Alistair Brown, chief technology officer for STV. "With its innovative approach to cross-device video advertising, Videoplaza's technology makes an attractive proposition which will enable us to future-proof our ad strategy."
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