Skip to main content

Targeted Web-Like Ads Coming to Your TV

Communications Technology reports that one of the sessions at the SCTE Conference on Emerging Technologies is a look at bringing Internet-style advertising to TV screens.

The session will look at how advertising content can become more relevant through the use of addressable advertising, customer profiles and targeted ads that are generated on demand. Dan Gordon of ICTV submitted a white paper, "Bringing Lean-Forward Television to the Lean-Back Screen," that was selected as material for the session.

For ICTV, the solution is actionable video, which is designed to bring the best practices of Internet-based advertising technologies to TV screens. ICTV's ActiveVideo does this by assembling MPEG content streams, which can be MPEG-2 and MPEG-4 or other advanced video codecs, into TV programming via Web servers.

The ads can be telescoping if a viewer wishes to learn more about a product, or L-shaped banners around the TV screen, but the benefit for cable operators is that they only need to add a few small racks of ICTV equipment to their existing infrastructure to gain increased revenues.

With ICTV ActiveVideo, dynamic ad insertion engines coordinate the various ad campaigns before delivering them to consumer TV sets, and apparently they'll be able to do the same for mobile phones and other devices at some point in the future.

In some cases, the streams can be sent in either multicast or unicast formats to the subscriber. The solution works with all digital set-top boxes. Instead of relying on set-top box hardware and software to run an application and render the user interface, ActiveVideo generates the user experience from servers in the network.

As the streams are being delivered, the network-based processor uses standard Web protocols to consult a Web ad logic server. Based on a viewer's preferences or demographics, the server selects the best ad for the viewer at that moment in time.

In addition to being able to tell the programmers how effective the targeted ad campaigns are, the Internet-style ads are typically cheaper to produce for marketers than mainstream broadcast TV ads.

Popular posts from this blog

Industrial and Manufacturing Technology Growth

In an evolving era of rapid advancement, market demand for innovative technology in the industrial and manufacturing sectors is skyrocketing. Leaders are recognizing the immense potential of digital transformation and are driving initiatives to integrate technologies into their business operations.  These initiatives aim to enhance efficiency, reduce costs, and ultimately drive growth and competitiveness in an increasingly digital business upward trajectory. The industrial and manufacturing sectors have been the backbone of the Global Networked Economy, contributing $16 trillion in value in 2021. Industrial and Manufacturing Tech Market Development   This growth represents a 20 percent increase from 2020, highlighting the resilience and adaptability of these sectors in the face of unprecedented challenges, according to the latest worldwide market study by ABI Research . The five largest manufacturing verticals -- automotive, computer and electronic, primary metal, food, and machinery -

Rise of AI-Enabled Smart Traffic Management

The demand for smart traffic management systems has grown due to rising urban populations and increasing vehicle ownership. With more people and cars concentrated in cities, problems like traffic congestion, air pollution, and greenhouse gas emissions are pressing issues. Since the early 2000s, government leaders have been exploring ways to leverage advances in IoT connectivity, sensors, artificial intelligence (AI), and data analytics to address these transportation challenges. The concept of a Smart City emerged in the 2010s, with smart mobility and intelligent traffic management as key components.  Smart Traffic Management Market Development Concerns about continued climate change, as well as cost savings from improved traffic flow, have further motivated local government investment in these advanced systems. According to the latest worldwide market study by Juniper Research, they found that by 2028, smart traffic management investment will be up by 75 percent from a 2023 figure of

How Generative AI Will Reshape the Economy

The Global Networked Economy -- a term synonymous with the interconnectedness of businesses, individuals, and governments worldwide -- has undergone a remarkable transformation in 2023. Fueled by the rapid growth of digital technologies and the global internet, this phenomenon has given rise to a worldwide marketplace that has already revolutionized the way we live, work, and play. The impact of Generative Artificial Intelligence (GenAI) in 2024 will be equally disruptive to many traditional business leaders. GenAI will also create huge opportunities for the fearless pioneers. Global Networked Economy Market Development The Global Networked Economy's evolution traces back to the advent of the Public Internet. The introduction of eCommerce, social media, and cloud computing has been instrumental in reshaping how businesses operate and engage with their customers. This interconnected ecosystem empowers savvy leaders to access new markets, trim operational costs, enhance commercial e