Sony Signs Up Rovi to Deliver Ads Through TV Program Guides
ADOTAS – A running joke about American anti-intellectualism is that the most circulated magazine in the U.S. is TV Guide. That actually hasn’t been true since the 1960s, and circulation for TV Guide has fallen from around 20 million in the 1970s to about 2 million today, according to the Audit Bureau of Circulation. (The bureau also reports that the most circulated magazine currently is AARP with just under 24 million — does that suggest only old people subscribe to magazines?)
Yup, TV Guide is increasingly becoming a relic — with a lousy amount of reach for advertisers — as televisions and broadcasting services evolve and offer instant information on programming. Now as more and more TVs are hooking up to the Internet, an interesting advertising space is developing — the interactive program guide (IPG).
IPG manager Rovi has just partnered with Sony to sell and deliver advertising on the new line of Sony BRAVIA Internet-connected televisions. Through its IPG ad network, Rovi claims a reach of 30 million U.S. households — advertisers can deliver a wealth of targeted creative (banners, video, etc.) to TV viewers simply looking for something to watch. And I can hear data hounds salivating at the analytics Rovi delivers from campaigns.
Last month Rovi introduced the Smart TV Field Trial, which allows advertisers to test campaigns across a wide variety of platforms including Internet-connected TVs and Blu-Ray DVD player. To further entice potential marketers, the trial promises access to campaign metrics and insight into consumer behavior.
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