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Online advertising
News Release from: Packet Vision | Subject: The future of television
Edited by the Marketingservicestalk Editorial
Team on 25 June 2008
The future of television
IPTV addressable advertising provider Packet Vision contemplates the future of the industry.
It took the best part of a century for radio and television to become properly established The internet became generally available only ten years ago
This article was originally published on Marketingservicestalk on 17 Jun 2008 at 8.00am (UK)
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New delivery technologies (webTV, IPTV and even MobileTV) have the potential to make TV advertising more accountable, efficient and cost effective.
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But with digital marketers focused on web TV and mobile TV, they risk missing out on leveraging developments in IPTV as part of their cross-media campaigns.
IPTV (TV content delivered over broadband networks instead of cable and satellite to a TV set) combines the impact of television with the accountability of the internet, and enables advertisers to deliver highly personalised advertising on the basis of lifestyle, location and behaviour.
This ability to segment television audiences on the basis of micro-demographics, coupled with a degree of measurability previously only associated with the internet, places IPTV at the centre of next-generation advertising technologies and is bringing about an evolution of the traditional 30-second ad spot for TV advertisers.
Packet Vision has written a white paper (ebooklet) giving a straightforward overview of what the new media landscape is all about and what it means for visual-based media - television and the more widely applicable "video".
It identifies the main components and examines the real-world benefits and implications, without getting bogged down in technical details.
It will also examine some of the issues facing industry players, how those players will secure sustainable revenue streams in the future, and the changing role of TV and video advertising.
New ground was broken when the world's first targeted TV advertising campaign (to a predefined audience) was completed in February.
The campaign (featuring a financial services firm) ran daily on Channel 4 and specifically targeted students across the UK.
A fast food company has also exploited this network to get around food advertising regulations that have until now restricted it from TV advertising.
Earlier this month we announced the successful transmission of another highly targeted television advertising campaign for Dollond and Aitchison (DandA) on Channel 4 over the INUK IPTV network.
The campaign, which features a DandA lifeguard saving a woman who is drowning in a sea of glasses, ran on Channel 4 and was seen only by students.
According to Barry Llewellyn, VP sales and marketing at Packet Vision: "IPTV is proving how effective addressable advertising can be.
"Packet Vision is bringing an unprecedented level of control and measurability to TV advertising campaign management - we're providing agencies with the tools to continue building innovative, effective and responsible campaigns in an age when advertisers need to work harder and harder to make their advertising stand out.
"Highly relevant advertising is key to its effectiveness.
"In many ways this is just the beginning: as campaigns develop we are seeking to improve the measurability and return on investment, so that agencies can pass these benefits back to their clients".
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