Atlas On Demand and C-COR Join Forces to Offer Advertising Management Solution for On Demand TV
Global Provider of On Demand Systems Partners with Atlas to Develop and Market Comprehensive VOD Advertising Solution
SEATTLE – July 25, 2005 - Atlas (www.atlassolutions.com), a provider of digital marketing technologies and expertise, and an operating unit of aQuantive, Inc.Inc. (NASDAQ: AQNT), and C-COR Incorporated (NASDAQ: CCBL), a global provider of interoperable network solutions that simplify the transition to On Demand networks, have agreed to integrate and market an end-to-end On Demand advertising campaign management solution. The combination will bring together Atlas On Demand’s automated campaign management, ad decision logic, optimization and reporting tools with C-COR’s proven On Demand technologies.
The integration of C-COR and Atlas capabilities will form a technology backbone that will enable operators and programmers to respond quickly to the market demands for relevant and addressable advertising. The technology will address every step of the On Demand lifecycle, enabling advertising agencies to efficiently plan, buy, execute, and measure Video On Demand (VOD) campaigns, while allowing cable operators and network programmers to increase their advertising relevancy to viewers for greater revenue opportunities.
Advertisers annually spend an estimated $60 billion dollars[1] in television advertising and the advances in technology are predicted to dramatically impact all TV ad sales. Charter Communications' Vice President of National Sales and Development Todd Stewart sees the television advertising landscape changing as the ranks of viewers with digital video recorders and On Demand continue to grow.
"Advertisers are increasingly interested both in enhancing the 30-second spot with interactivity and moving beyond it to take advantage of new media opportunities," said Stewart. "After years of focusing more on broadcast networks, they are looking more to cable for their ad buys. Cable's unique ability to address viewer preferences with interactive ads such as On Demand advertising will help ensure that operators capture a greater and greater percentage of TV ad dollars."
“Our collaboration with Atlas On Demand will help establish an advanced advertising model to enable cable operators and the agency community to deliver dynamic and addressable advertising opportunities on VOD,” said Terri Richardson, vice president of product and market management, C-COR Solutions Group. “As a leader in automated ad decision and advertising campaign management solutions, Atlas brings their expertise and strong relationships in working with the advertising community to VOD. We look forward to working with Atlas in delivering a comprehensive On Demand advertising management solution to our customers.”
C-COR’s On Demand platform is an offering of C-COR Solutions, one of the Company’s three complementary business units. C-COR Solutions offers a comprehensive platform of advanced applications, covering on demand content delivery, customer activation and provisioning, service and network optimization and health, automated workforce management, and digital ad insertion. Built to industry standards, C-COR Solutions’ modular, interoperable applications can be tailored to an operator’s needs, whether it is a full suite or a point-specific application, thus providing a smoother, faster transition to IP-oriented network services.
“As TV media becomes more addressable and fragmented, media buyers are looking for technology solutions that can help them effectively purchase, deploy, and measure On Demand TV. By working with industry leaders such as C-COR to develop an integrated On Demand advertising management solution, advertisers will have the ability to effectively execute and measure a successful On Demand advertising campaign,” said Scott Ferris, senior vice president and general manager, Atlas On Demand. “We are committed to working with the leading VOD technology partners to serve as a bridge between media agencies and cable operators in successfully managing the lifecycle of On Demand ads.”
Atlas On Demand, a division of Atlas, provides advertising campaign management and measurement solutions for On Demand television. Atlas On Demand equips advertising agencies and large direct advertisers with the end-to-end workflow needed to deliver effective On Demand marketing campaigns. The technology is built on Atlas’ industry-leading, centrally hosted, software serving hundreds of advertising customers and handles billions of dynamic ad insertion decisions a month. The On Demand advertising technology consists of integrated applications for media planning and buying, optimization, ad decisions and analytics all designed to be integrated with existing On Demand platforms. The management software solution is designed to address every step in the campaign process.
About Atlas
Atlas (www.atlassolutions.com) ) is a provider of digital marketing technologies and expertise. Atlas offers agencies and marketers integrated solutions for online campaign management, rich media, search marketing, landing page optimization, reporting, and analysis to maximize their online ROI, and provides a highly scalable ad-serving platform to help online publishers increase revenue.
Atlas delivers the industry's most complete service and support, serving its clients from offices in Seattle, San Francisco, New York, Denver, and London. Atlas is an operating unit of aQuantive, Inc (NASDAQ: AQNT) and is a member of the NAI, adhering to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of the Atlas cookie, go to: www.networkadvertising.org.
About C-COR
C-COR offers world-class, market-focused business solutions for cable operators, telephone companies, broadcasters, and other private and public sector entities that put subscribers in personal control of their entertainment, information, and communication needs. C-COR’s solutions delivered through its three business units--C-COR Solutions, C-COR Access and Transport, and C-COR Network Services--simplify the transition to Internet Protocol (IP) demand-oriented networks by delivering interoperable, modular products in sync with IP network upgrade cycles. These solutions bring together software applications, access and transport technology, and a nationwide corps of expert field engineers to enable the delivery of business services; digital program/ad insertion; management and delivery of VOD, VoIP, and HSD; network capacity expansion; centralized office automation for workforce management, network assurance, and subscriber fulfillment; and a variety of outsourced field services that keep networks operating at peak performance. As a trusted partner in leading network operators through the transition to the on demand IP era, C-COR leverages its dedicated global workforce to deliver solutions for lowering risk, improving profit margins, and effectively managing change. C-COR’s common stock is listed on the Nasdaq National Market (Symbol: CCBL) and is a component of the Russell 2000 Stock Index. For additional information regarding C-COR, visit www.c-cor.com
Some of the information presented in this announcement constitutes forward-looking statements made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements represent aQuantive’s and C-COR's respective judgments regarding future events, and are based on currently available information. Although aQuantive and C-COR each believes it has a reasonable basis for these forward-looking statements, it cannot guarantee their accuracy and actual results may differ materially from those it anticipated due to a number of known and unknown uncertainties. Factors which could cause actual results to differ from expectations include, among others, aQuantive’s and C-COR’s ability to develop new and enhanced technology, products, and service offerings, the development of competing technologies and products, and aQuantive’s and C-COR’s ability to achieve the strategic objectives of the relationship announced in this press release. For additional information concerning these and other important factors that may cause actual results to differ materially from expectations and underlying assumptions, please refer to the reports filed by aQuantive and by C-COR with the Securities and Exchange Commission.
(1) Forrester, April 2005