IBC 2008 – AMSTERDAM. NDS President Dr Abe Peled has described the advertising sector as being on a slippery slope as advertisers increasingly pay more to reach fewer people. “If you spend $10,000 on advertising you’ll get results, but you could have spent five, or even two.”
NDS is one of a number of companies promoting targeted advertising at IBC 2008. The concept allows advertisers to substitute commercials more suited to the audience’s preferences. Dr Peled’s vision for targeted advertising is to retain the “classic” market sectors such as ABC1s, etc. PVRs were an essential element of the technology.
Speaking at a press lunch organised by the technology company, Dr Peled said we were living in much more interesting times when compared to the launch of the first digital television services. At the launch of DirecTV in 1994, boxes were priced at $700, whereas today an operator in India can offer customers a pricetag of $40. Many new operators are also moving to PVRs early in their existence.
