Video Interview. Growing subscriber interest in on demand content is opening up new opportunities for targeted advertising.In a Broadband TV News/Videonet interview, Edward Allfrey, Business Development Director, Cable, Tandberg Television, said one of the key advantages of advertising in the on demand environment is that it can be precisely targeted. “Each stream goes to an individual household, so you can then say it’s easy to insert an advertisement based on their postcode, so that has intrinsically more value than the linear ad.”
While in the US cablenets can sell up to three minutes of airtime, working with channel providers on sponsored programming, in Europe there is no advertising sales infrastructure in place. “The thing about targeted advertising is that you suddenly ad this extra value and everyone in the chain needs to be involved. Tandberg and Ericsson are coming together to put the tools in place to make it much easier to create that whole business platform for everyone to be able to take their value for each part of the chain,” says Alfrey.
Crucial to the advertiser is volume, already Comcast has delivered 12 billion streams and operators such as Virgin Media are finding their own volumes are equivalent to the fourth or fifth largest channel on their network.
