How can you provide highly targeted ads to
consumers without significant upgrades to TV broadcasting systems? You can
push a set of targeted ads to consumer devices (such as set top boxes or
DVRs) so that the ad can be immediately available when a specific event
occurs.
Some of the middleware standards such as
OpenCable™ define how the signaling for these downloadable ads can
occur. However, there is a practical element to downloadable ads which is
acceptable practices for ad insertion. When TiVO started inserting ads
into their system, it generated some negative feedback and the TiVO ads
were relatively non-intrusive banners that appeared on the bottom of
navigation and menu pages.
The types of downloadable ads range from simple
graphic banners to full video advertisements. They may be delivered in the
background typically without any knowledge of the viewer (especially in
the very early hours when the network is not busy). The ads may be
triggered to start by a variety of conditions such as pausing a video
play, changing channels to program with matching content to the ad, and
triggers that may be embedded into the media. A key consideration is how
to manage the storage and deletion of the ads.
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