Regional Advertising Distribution System unlocks new revenue opportunities for content owners
AMSTERDAM, Sept. 8, 2016 - Imagine Communications, empowering the media and entertainment industry through transformative innovation, today introduced an extension to its unified distribution initiative focused on regional ad distribution. The Regional Advertising Distribution System (RADS) is designed to provide broadcast stations, MVPDs and cloud providers with the ability to increase ad-generated revenue through regional and localised targeting of commercials by combining Over-the-Top (OTT), cacheable content delivery technology with dynamic advertising insertion and QAM-compatible transport stream output A first-of-its-kind offering, RADS opens up new monetisation opportunities by enabling advertisers to cost effectively reach highly targeted and more relevant audience segments than previously possible.
National broadcasters and station groups have traditionally been limited to a centralised, one-size-fits-all advertising model, with each transmission site in their distribution network receiving identical content and commercials over expensive satellite or leased-circuit links. But as content providers migrate to more advanced terrestrial distribution infrastructure, the opportunity arises to expand their monetisation options by enabling ad targeting on a region-by-region, or even hyperlocal, basis. Cable operators were similarly constrained, requiring expensive and complex ad splicing technologies to enable local ad insertion.
RADS completely revolutionises and expands the advertising business model of content owners, said Brick Eksten, Chief Product Officer, Imagine Communications. By deploying the components in our unified distribution architecture, broadcast, cable and satellite channels can leverage OTT distribution models, including dynamic advertising insertion, creating the ability to efficiently and effectively target different advertising zones and regions. By adding a single appliance to their networks, broadcasters and cable operators can serve both OTT and traditional distribution from a single workflow, reducing costs and increasing the value of their content by offering advertisers the ability to diversify their campaigns and deliver ads to a better-targeted and more engaged audience.
RADS works by facilitating the creation of localised MPEG TS streams, which can be customised with unique ads before being directed to specific regions. The ability to create multiple MPEG transport streams selectively makes it possible, for example, for a national retailer to simultaneously show different ads to television viewers in different segments of the broadcaster's distribution footprint. The same solution can be used to distribute alternative programming, for example, to fulfil regional blackout requirements. RADS enables both ads and alternative content to be inserted at the edge of the network based on local requirements.
The RADS solution consists of products from Imagine Communications' unified distribution platform, which includes the Selenio Video Delivery Edge (VDE) and the company's Dynamic Ad Insertion (DAI) suite of products. Selenio VDE, introduced earlier this year, is an HTTP-to-UDP gateway that converts ABR-based content into transport stream-formatted signals that are delivered to subscribers through set-top boxes. When utilised by content distributors, including cable operators and other video service providers (VSPs), Selenio VDE enables consolidation of legacy and next-gen networks into a single, unified operation while enabling VSPs to modernize their ad insertion operations. As part of the RADS solution, Selenio VDE converts HTTP-based signals carrying regionally-targeted ads back to MPEG transport streams, which are then forwarded on to regional ad zones. The system scales from tens to thousands of streams.
Localisation of advertising and content in the RADS solution relies on Imagine Communications' OTT DAI solution, which includes the xG AIM dynamic ad insertion manifest manipulator, xG POIS, xG ADS, xG ADR and the Telurio Packager, which formats video streams for an array of connected devices. These elements comprise the standards-based reference architecture for Imagine's unified distribution platform, supporting SCTE-130, IAB VAST, MPEG-DASH, HLS, and other protocols that enable a scalable, interoperable, and broadly deployed ecosystem.
All components of the RADS solution are software based and execute on commercial off-the-shelf (COTS) equipment that can be managed within a small technology footprint. RADS not only helps simplify delivery networks by removing the requirement for multicast, additional topology improvements enable broadcasters to access markets not previously served.
The RADS solution supports several use cases. Large station groups, for example, could deploy RADS in a hub-and-spoke manner, enabling advertising operations to be concentrated into a single location, with distributed insertion points. It also supports multiple business models. Broadcast and cable networks may choose to build and maintain their own installations of the unified distribution solution or contract with a technology partner that operates a shared service.
The potential revenue uplift related to RADS and its ability to increase the value of ad spots through regional targeting is difficult to estimate and will vary among content providers. But even a 10 percent increase in advertising can account for significant increases in revenue for broadcasters, MVPDs and cloud providers. In addition, RADS offers the potential to increase the attractiveness of national broadcast channels to regional brands, which have historically been limited to local content distributors.
Additional benefits of RADS include the ability to leverage the robustn
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
Regional Advertising Distribution System unlocks new revenue opportunities for content owners
