smartclip and meta.morph unveil new advertising technology for hybrid TVs

New Universal Television Adserver Interface (UTAI) set to transform effectiveness of video advertising on connected TVs

 22. November 2010; smartclip, Europe’s leading video ad network, and meta morph, the Berlin-based independent supplier for digital interactive television, today unveil a new advertising technology, the Universal Television Adserver Interface (UTAI) which is designed to standardise and simplify video advertising on hybrid TVs such as Philips NetTV, Panasonic VIERA Cast and Samsung Internet@TV.

The introduction of UTAI technology means that brands, media agencies and publishers will be able to work from one ad format for both TV and Internet based advertising. Fully supporting the IAB standards for online video* UTAI technology will mean that existing online video campaigns can be delivered to hybrid TV applications without any additional effort, saving time and cost.

Björn Münchau, Managing Director of meta.morph, comments: “Over the past few months we have developed more than 10 hybrid TV apps for our clients. The development of the interface for delivering the ads took a huge amount of time and effort due to the different configuration of the platforms involved and the adserving systems used by clients. This is one of the reasons why we jumped at the chance to develop a universal interface together with smartclip. During beta testing we have already experienced 90 per cent time saving efficiences in UTAI integration with the adserver. ”

Roland Schaber, COO and co-founder of smartclip, adds: “We had a clear objective: to develop an open-source technology standard for placing digital video ads with our adservers on hybrid TVs. A standard which provides a range of advantages to the advertising industry. Thanks to an excellent collaboration with meta.morph we have developed a very efficient solution to integrate digital video ads delivered by adservers, which all of our hybrid TV-platform partners will implement, one by one.“

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