The Belgian incumbent Proximus sees targeted advertising (TA) as the next step in its strategy.
Speaking at a fireside chat at Broadband World Forum, Gert Marien, incubation manager, TV & telco cloud, Proximus, said that it had been on its radar since day one. However, now is the time to proceed as there is some momentum in the Belgian market.
Marien added that TA is essentially a B2B service delivered to broadcasters and advertisers. It launched its first product on a test basis a year ago, producing regional ad insertions for a small linear channel.
He also stressed that for TA to be successful in the Belgian market Proximus will have to work as part of an ecosystem rather than on its own. There are also issues of privacy to consider, with European rules, which have to be adhered to, stricter than local ones.
Marien in addition said that Proximus had organised road shows for both broadcasters and advertisers to show them the possibilities of TA.
It is currently talking to all broadcasters in the country, though none have as yet signed up to work with the telco.
