TARGETEDMULTISCREEN ADVERTISING ACASESTUDY:GENERATINGANEW REVENUESTREAM WITHAPERSONALIZEDHIGH-QUALITYEXPERIENCE

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TARGETEDMULTISCREEN ADVERTISING ACASESTUDY:GENERATINGANEW REVENUESTREAM WITHAPERSONALIZEDHIGH-QUALITYEXPERIENCE

INTRODUCTION OneoageabepodenU.S.ownandmanageadaned,we-ueedabe yemao29aehoughououny.whmoehan10monubbe, ompanyamongagepodeodeo,hgh-peeddaaandoeeen wod,andadengubdayoennoaeadengouononaona, egonaandoaompaneawe.in2012ompanybegananeoodeeopan adanedadengpaom oneangnumbeoubbewhoonumedeo onenonabe,maphoneandoeamngdee. THEOPPORTUNITY: TageedAdengoanExpandngMueenCuomeBae AIPeamngdeeuhaabeandmaphoneganedpopuaywhubbe bae,eepodeeognzedaapdygowngoppounynoonyodeedeo onenoedee,buadeemenawe.indongo,oneomompoan objeewaomahadengexpeeneubbehaebeomeauomed ooneeon.thaadengexpeeneombnedhgquaydeowan anonbeweeneneanmenandadengonen.expandngadengonoe deehadpoenaobngnnew adeenuewhnagowngegmeno ubbebae. Inaddonoexendngadengeah,eepodeaw anoppounyobud amueenpeenehawoudeouonzewaypeopeonumedeoonen,and enabepeonazedadeemenomahpoeandneeoeahubbe. Rahanoengameadoeeyubbe,objeewaoageadeemennoonybaedongende,ageandoaon,buonwhaywah,whayk andounquebehaoahaae.indongo,ompanyanpaedbengabe ooeexemeyauabemueenadeemen,weazngaddonaeenue oppounyaoaedwhaapdyexpandngpopuaonomueendeeue. Ieepodeoudexendadeemenomueendeeandagem ounquepoeoewe,ompanywapoedoeaeaoundandophaed bunemodewhouoangpayoubbebae.thaegywoudnay peepodeexendbunebeneomueenbeyonduome aaon,andbudaeenuegeneangeeadeoonumponmoeoip.by Copygh2015 ARRISEnepe,In.AghReeed. 2

eangannnoaeouon,eognzedoppounyoezemueenadeng gowhaameanopopengbunenouue. THECHALLENGE: DeengaPeonazed,TV-keExpeene Woppouneoageedmueenadengaemany,oooaehaenge. Fohadanedadengpaom owok,eepodewoudhaeoa aaabe,eabeandeueyem hayededahgh-quayexpeene,weang aaabe,eabeandeueyem hayededahgh-quayexpeene,weang abunemodewhaqukandodeunonnemen. Tmueenadengexpeenewoudneedoequahaoeeonounepa omeeexpeaonooday ophaedonumeoeamngonen.teoe, ouonneededouppohouandoonuenadneonopeaonnbohnea anddeoondemand(vod)onen,namoohandeamemanne.toyazetvkeexpeene,hgh-aaabyandeenywoudbempeaeopehoughany poenahadwae,owaeoeengeogaphnewokaue. poenahadwae,owaeoeengeogaphnewokaue. Inaddonoeangahgh-quay expeene,eepodeougho maxmzeadengeenuepoena. Thmeanguaaneenghaadwoud un,whdeenbaeodeen onumedee.inaddon,admpeonwoudneedobeapuedand onwoudneedobeapuedand epoedpeey,enabngompany oqukymeaueampagneeene andauomaaydeeopnoeo adee. Teepodeeognzedha bakouuewoudpeenahaenge odeeyoageedadandeneodeeyoageedadandeneanmenonen.inodeomeeean pogammngeque-menoeeen, mueendeeyyem woud needamebakouapabea adonaneaeeon.tyem 3 Dungdeoondemand(VOD)ungABR deey,eepodedeeng deey,eepodedeeng hundedoetvhanneoubbe.noonyeaequemenoage adoubbe,buamebakou uehaappyoneatv,aoappyo eamngdeo.teoe,aophaed maxouemubedeeopedoapobeenao,omaneanpodea eaeoequenadeoaeopay. Owe,eakhaoneueoud oeweanoamemaneuomzaonehnqueuedoeahdeo eam.fonane,anadpayngand eepodeeeeabakou make,aeouemuaeadybenpae oyem anauomaayubue onenandbeompan,awno dupngend-ueexpeene. CompyngwhBakou Rue WEB BLOG www.a.om www.aeeywe.om

woudaoneedapabyoneupanadnmd-paynaeoanemegenyboada ooeunoaepongeen. Ayeaedequemenomueenadengyem,eepode aoeazedhaaehnayayubbemghbeabeobokmueenad.i ompanypannedoguaaneehaadwoudun,woudneedodeeopayem ha eoedhpoenaonnodeopeeeeenueandoyayom adee. Aebyoubbewoudaobeakeyoabyandeenuepoenaoee pode mueenadengyem.whwdeaeyodeo-apabedeeon onumemake,yem degnwoudneedoenompamupeendo podu, onneedbynduyandadneae,andaaeyoipdeeuznghlsadape baeoma.byexendngmueenadengoamanyypeoipdeea pobe,woudbeabeomaxmzeaddeabemakeandneaeadeenue. Topoeomeehaenge,eepodeboughogeownengneeng, aueandmedagoup,aongwharrisandomueenadengouon pode.thonoum eedonong-andngnduyexpeeomeeeype ueea.teepodewanow napoonodegnanddepoyadynam mueenadengyem hawoudbngawhoenew eeopeonazaon, meauabyandaounabyomueenubbe andpooneoongem uenapdyemegngmueenadengmake. THESOLUTION: ANewok-baedAppoahhaDeeQuay,Cuomzaonand Inegene Undeandnghahouonwoudpodeamodendeoeedeeynduy, onoum aeuyaddeedeahouehahadpoenaompede depoymen.iakwoudbeodedeonmoeeeaueo unquemode,andhameanhoongbeweenaen-baedoanewok-baedappoah. Tonoum dededhanewok-baedauewabewayoae ambougoa,enabngaeeoono,quayandeenynopobewhapue en-baedmode.thappoambaemuendoenonmen,negang eadngehnoogypayenmueenadengandaangneopeabyamong nduypodu. Copygh2015 ARRISEnepe,In.AghReeed. 4

CompangNewok. Cen-baedAdIneon Teaewomanueaoaedwh en-baedadneon,whhhabeen popoedbyeanendo.f,ad neondoneaenee,beome ubjeoadbokehaaeapabeo emnangadpae,aungapoena eduonnadeenue.bynengada newokee,aowbohadand onenobedeeedaange,eam- eeam andpeenngadbokngowaeom eognzngandemong beak.seondy,eeepoymanagemen woudnobepobewn-baedadneon,neenwoudbeabeooewenomngmane.inhypeo depoymen,enanoeyem o payanad,aungnegyuewhbakouompane.ianaoeaenewok peomaneueaenaempo eeeadepaemenom aa. Payngagnanoewhnee pode newok-baedouon ARRISSpeum ManeDeeyConoe (MDC),aexbe,eenandaabe ouonoaddengompexadand aenaeonenneonnmu- eenenonmen.mueendeo eamngueadapebae(abr) ehnqueoeam deoeeny andmoohyoaaamounodee oeage,dbuednewok.idee aue'bandwdhandcpuapayn eameandadjuquayoadeo eam ony.tmanenu enoeeeeanegmenby podngnomaonabounex aaabedeoagmenandoaon. Subequeny,aeeopoeae appeddynamayohaeahdee eeeauomzedmaneha onanonyagmenhaaeappo- paeohadee.thmaneuomzaonenabeeepodeohooeom moehan40deenueaeoahghyuomzeddepoymen nudngeandae ubuon,deauaeubuon,bakouonenepaemen,anddynamadneon ndeaenaeonen.tneeuahgh-quayendueexpeene. TeepodeaoungMDC uengapabeohghaaaby,poengyem om eonneuponnaeohadwae,owaeonewokaue. Tompanywbeabeoeeagehameunonayoaemupeappaonn amoduaahon,pngoagnnemenwhneaedeenueoppoune. AongwhexbeonenneonapabeoMDC,poyenoemenapabeaebenguedoenabeeepodeandboadangpaneowe uom buneuehadaepoyoonenneanondon.inan enonmenweeaeeeauomzedmaneoadengandbakou ondon,enazedopeaonaow opoeobepozeddynamayand appednegeny. 5 WEB BLOG www.a.om www.aeeywe.om

Da acen e O g nse e S o e on Man e L ev deocon en VOD AdCon en Man e F agmen Reque Rou e CDN Edge ARRI SSpe um MDC Man e De e ycon o e F g u e1 Man e EdgeCa F agmen Tne wo kba ed o u ona o ea eah g e e oeffi en ywn ome o ea ng andma n a n ng e ep o de mu eenapp a on haa ow ub be o wa h u om z ed e eam ngtv, deoondemand, andad h oughanyo de e. Byob a ng need o epe e ende e opmenwo k, h y em a ow o n odu ononew ea u emu h a eandmo e o effe e y hanwou dbepo b ew ha pu e y en ba edapp oa h.th a g en g ow ng o umeomu eende e en e ng on umema ke,and en a o oe a goaoa h e ngah ghqua y expe en e. I no de o ea eatv keexpe en e omu eenade ng,a ou ou eo on en oen e a nmenandadwou dhae obe p ed oge.t p ng donea ou e, a nga de e none ng eflowande m na ng ab y ob o kada ub be ee. A de om p ng, da a ap u e a omanaged om ne wo k o a on.t en a z ed a h e u emake ea eand a e o ea me, on ex uada a obeagg ega edand ana yz ed,wh hp o deenhan ed ub bep ofi e.tda a ead ya e b e,up o da eandaa ab e op o de endand nd a o wnee e ep o dewan o makemo e n o med, a ede onabou e onandad n e on. F gu e2 u a e dep oymenmode o neaade ngandb a kou.f gu e3 u a e dep oymenmode ovodade ng. Copy gh2015 ARRI SEn e p e,i n.a gh Re e e d. 6

B a ka ow ADS AdP a emen Reque ARRI SSpe um MDC Man e Reque Con ende e yne wo k A e / Ad Man e MDCSa e e CDN EdgeCa C u emanage V deop ay e Cond oned Man e Med af agmen En opa kage En ode F g u e2 SCTE35 POI S B a ka ow ADS B a ka ow Canoe ADS ADS AdP a emen Reque ARRI SSpe um MDC Man e Reque MDCSa e e Con ende e yne wo k A e / Ad Man e CDN EdgeCa C u emanage V deop ay e Cond oned Man e Med af agmen En opa kage En ode SCTE35 F g u e3 POI S 7 WEB www. a. om BLOG www. a ee yw e. om

THERESULTS: Hgh-Quay,TageedAdeng AndMoe Tnewok-baedappoahdepoyedbyhonoum omueendeonnoao oedmanagemeneenyanddeeaebyhaengehaoudhaeaenedueoeepode new adengmode.iaooeedagned eeopeonazaonandquayoubbewmeengneedoboada- ngandadengpane.inaddon,ouonenabedeeaompengapabe haagnedoeywhompany goa. Spngonennnewokaow eepodeoeameyagead wneanmenonenoubbe owndee,ao100+hanne oneapogammng.whhyem, andeeaonandeoeam ha appeaaangeoueoanunneupedtv-keexpeene.ta ubbeeeownpeonaadon owndee-whnodeayo neuponhaaeoenommonpae nmueendeodeey. ANewEaoAdaned Anay WhanABReamng-baedyem, dephoanayaaabeoopeao anbeexemeyauabe,angngom eay ndaoonewokueopeeagengoonenbaedondemogaphand ewngbehao.aeepode mgaeoipdeo,yaneeageadeep undeandngoubbeandnewok dynamandnananeouyappyuebaedpoeaoaangeogeogap, behaoanddemogaph. Impemenngenazedmaneuomzaonwhnnewokenabeaaby, eabyandonenyoeepode.byaddnguenane,ompany aneayandonenyexpanduppooneangnumbeandypeoonumedeehaaeenengmake,wakngadanageomdc ueng opoeaganpoenahadwaeandowaeaue. Poweedbyaenazed,newok-baedmueenadengaue,yem aeadygeneangmoehanwomonadmpeonpeweek,andeepode habeenaddngnew neahanneandvodoneneguay.lookngaad,pannngoexpandmueenadengonudemoeue,moeapabeand moeonen. Copygh2015 ARRISEnepe,In.AghReeed. 8

CONCLUSION: APaom olong-tem Sue WhpoARRISandanumbeonnoaeouonpane,aeadngNohAmean eepodeeouodeeopadynamadengmodeapabeodeenghunded oetvhanneaoahghyaabemueenenonmen.thmodehaaeady poenabyodeeaddedeenue,anunpeedenedeeopeonazaonand meauabyandaubbeexpeenehaonpawhadonaeeon.inaddon oangegoa,eepodenow abeoexaanduzedeepngh abouonumepeeenehapgudepogammngdeon. Whhnnoaemueenadengpaom,eeymeaubbeaunVoD oneadeoonaabeoipdee,beomeaone-o-oneonneonandanoppouny odeeadeepypeonaexpeene.bympemennganewok-baedaue,h eepodehaeamnedpoeodeengdeenadodeenubbe ayonumeonenonowndee.tageedadaemoeeean,moe meyandmoeneengoonume,andeoemoeauabeoee pode adengpane. Twoyeanohdepoymen,ubbeaebeomngmoeengaged,eeneahng ouopodegudaneonypeandequenyoadypeeoee.tauabe eedbakhaaowedeepodeoganpungh,uhaneedoequenyappng mngnumbeomeaubbeeeamead.inaddon, abyomonoandudypoehaaepongobeueunonnungo peonazeoeaexpeeneandadeemenmee. Inaddon,eepodeookngaadooppounyhabakoumaypode. Whyem abyouomzeepaemenonenaegonaandnddua onumeee,ompanynegangnew wayobnghghyageedpogammng andadengowhawoudowehaebeenaooppouny. Byganngamoeophaedundeandngohow eamngonenonumed, peonazngadeemenomueenoeng,andmananngtv-kequay houghouee,eepodeeangaompengexpeeneoubbe,anda-moeadanagenexngnew oneoageedmueen adeng.tmpaonanew eeonghandanay,pangwayoaban ueexpeenehaenueaneouonoapomnguueonex-geneeon. ARRISEnepe,In.2014Ageed.Nopaohpubaonmaybeepoduednanyom obyanymeanouedo makeanydeaewok(uhaanaon,anomaon,oadapaon)whouwenpemonom ARRISEnepe,In. ( ARRIS ).ARRISeeeghoeehpubaonandomakehangenonenom meomewhouobgaononpa oarrisopodenoaonouonohange 9 WEB BLOG www.a.om www.aeeywe.om

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