TV Ads To Ape Online Ad Model
ADOTAS – The TV ad world is ripping a page out of online advertising’s playbook. In the next several years, viewers can look forward to the kind of behavioral targeting and user control that Web surfers currently enjoy (or suffer through, depending on whom you’re speaking with).
Forrester Research projected TV’s evolution in a recent report, saying that most programs will target consumers the same way online advertisers do – through location, psychographics and more.
“TV advertising has been suffering from media fragmentation and ad skipping,” Forrester writers. Under increasing pressure from advertisers, networks have teamed up with MSOs and telco services “to build a modern ad-supported television delivery system called Personal TV. It will serve non-skippable, interactive targeted ads to the set-top box (STB) and insert them at runtime in both linear and video on demand (VOD) programs. Advertisers will use the system to send interactive ads just to their target consumers or to address a mass audience by inserting an ad at the same time in many different programs at a certain time of day. The benefit for viewers is a free VOD system.”
Google and Microsoft – probably seeing this coming – have started trying to reach out to the TV sphere by penning ad deals with Echostar Dish Network and Navic Networks, respectively.
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