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Four Ways TV Advertising Will Change During this Decade

lizdebskBy Leszek Izdebski, Cisco Internet Business Solutions Group (IBSG)

The past few years have brought sweeping transformation to television—a trend that will only accelerate in the coming decade. Following up on a 2011 study on the future of television, Cisco’s Internet Business Solutions Group (IBSG) recently examined the ways disruptive technology and user behavior trends are impacting TV advertising. We identified four major trends that will transform advertising and the viewer experience.

1. Channels Will Go Away

While we do not believe that all future distribution will be through on-demand unicast technologies, consumers will not think about “channels” as the means of accessing programming. Adoption of video on demand, Intelligent Programming Guides and personal video recorders (PVRs) is shifting viewing from linear broadcasts on a TV screen to a multiscreen, multi-device, multi-modal, on-my-schedule, user-controlled experience. Brands and networks will no longer be able to ensure that ads placed in specific episodes will have sufficient audience reach. This behavioral shift will force advertisers to focus on new forms of addressable advertising: Read More »

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Is Software Defined Networking (SDN) a journey to somewhere?

Not One-size-fits-all

In the world of fashion, one-size-fits all has very limited appeal. People come in all shapes and sizes, with tastes, preferences, and needs that are equally diverse. So too are the diverse approaches and use cases that are driving interest in Software Defined Networking (SDN), automation, simplification, orchestration, and other solutions. Service providers are exploring technologies for more efficient, flexible, and cost-efficient network operations that will in turn make their businesses more agile and competitive.

Last year at Cisco Live in San Diego, Cisco introduced a broad vision and strategy  ̶  The Cisco Open Network Environment  ̶  an evolutionary approach that not only includes SDN but also encompasses an array of solutions, products, and technologies that are applicable to most, if not all, use cases that are much broader than what SDN alone could address. Since then, as part of our “Build, Buy, and Partner” strategy, we have announced newly developed technologies and products accompanied by strategic company acquisitions that add tools to enhance visibility, orchestration, programmability, and other capabilities to Cisco offerings.

At the end of January at Cisco Live in London 2013, we discussed a variety of solutions that we are working on with service providers to start their journey toward making their networks more programmable. From custom routing and traffic processing, to security applications and automation of fulfillment and assurance, here are just a few of the use cases explored and implemented by early adopters of our technologies that were discussed: Read More »

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The Future of TV: Coming Soon to a Wall Near You

The future of television may well include holographic, multisensory experiences worthy of science fiction. But many other visionary predictions are closer to the horizon, if not already upon us. These are creating exciting opportunities, while forcing all players in the television value chain to adapt quickly.

Recently, I met via Cisco® TelePresence® with more than 50 journalists from 11 countries—all in Central and Eastern Europe—to discuss the future of television and its impact on these mostly emerging markets. I participated with two of my colleagues: Kate Griffin, from the Cisco Internet Business Solutions Group (IBSG) service provider practice; and Guillaume de Saint Marc, from Cisco’s service provider video technology group (SPVTG). The roundtable took place over two days and used a Cisco IBSG study, “The Future of Television: Sweeping Change at Breakneck Speed,” as a springboard for discussions that were lively and free-spirited. Read More »

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Cisco ONE Webcast Series: An Introduction to OpenFlow

UntitledTopics such as Software Defined Networking and programmable networks are of great interest to many network operators these days. With that in mind we’re pleased to kick off a new series of Webcasts to help our customer learn more about Cisco’s Open Network Environment strategy.

Please join us on February 14, 2013 (9:00 am PST, 5:00 pm GMT) for an educational webcast featuring David Ward, Cisco CTO, Engineering and SP Chief Architect, and Chair of the Technical Advisory Group at the Open Network Foundation (ONF). It’s a chance to learn more about OpenFlow and its components, the protocol evolution and use cases, as well as its integration into existing networks. Read More »

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Cisco Talks Next Generation Optical Transport at OFC 2013

UntitledJoin Cisco executives and technology experts at one of the premier optical networking conferences from March 17-21 in Anaheim, California.  We welcome you all to be part of the dialog around Next Generation Transport technology!

Optical networks are the foundation of communications today – and trends such as programmable networks, dynamic networking, interconnected data centers, and Software Defined Networks (SDNs) are all facilitated by advances in photonic technology. Experts agree that the only way network operators will support the traffic forecast in Cisco’s Visual Networking Index is cost effective and widely deployed services at 100 Gbps and beyond. And all of these services over a flexible, touchless, and programmable optical layer.

If you’re interested in learning more in how the latest in silicon photonics and advanced ROADM technology will enable the Internet of Everything you should make your way to Anaheim, California, March 17-21 for the Optical Fiber Communication Conference and Exposition and the National Fiber Optic Engineers Conference (OFC-NFOEC). We are excited to engage in the discussions around these hot topics including the Cisco CRS Elastic Core solution and nLight technology, announced last October.

Be sure to Read More »

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