targeted advertising in focus
Keeping the
customer satisfied
This issue of IBE contains two articles looking at the IPTV
market, and more importantly the opportunities provided by
targeted advertising. At a time when commercial
broadcasters are feeling the squeeze from radically reduced
advertising spends, any means of increasing revenues should
be grasped with both hands.
And the model makes perfect sense. Find out what the
HIGH-
individual viewer is interested in then market relevant
products and services. But truly ‘localising’ an advertising
campaign may be prohibitively expensive, with numerous
versions being required. A solution, however, may be
DEFINITION
available in the form of digital overlays.
In his article on Page 40, RGB’s Jeff Tyre says: “The
technology promises significant benefits to cable and IPTV BROADCAST
operators. By providing a cost-effective way to personalise or
localise an advert, it makes it realistic to air different,
targeted versions in the same 30-second spot in different
HAS ARRIVED.
zones or neighbourhoods - creating more ad avails and
therefore generating more revenue for the operator.
Advertisers who create regional variants of their
commercials, or who keep commercials fresh with updated
dolby.com/professional
text and graphics, can now do so without post-production
costs.”
So everyone’s a winner: the advertiser gets the opportunity
to deliver fresh messages to a targeted audience, the
audience receives relevant messages, and the broadcaster
can make an excellent case to encourage greater
advertisement spend. Tyre concludes: “By reducing creative
production costs, digital overlays encourage advertisers -
especially smaller ones - to continue advertising during tough
economic conditions.” Music to a broadcaster’s ears!
Neil Nixon Editor IBE
Editor Neil Nixon E: nnixon@btconnect.com T: +44 (0)1409 241166
Consultant Editor Robert Taffurelli
Contributors Joe O’Halloran, Chris Forrester, Ian White, Kevin Hilton
Publisher/Sales Clare Sturzaker E: clare_s@talktalk.net T: +44 (0)1342 717459
Production Tracy Foley E: tfoley@whitewatergfx.co.uk T: 0845 299 8596
Chairman Chris Boeree E: chris@bpl-business.com T: +44 (0)1895 421111
Subscriptions/Circulation WDIS Ltd E: circ@wdis.co.uk T: +44 (0)208 606 7300
Annual Subscription Rates £103 (UK) £119 (Rest of World)
IBE’s circulation is audited by BPA International. Total BPA qualified circulation to
June 2008 including subscribers is 10105. ISSN 0220 6229
www.ibeweb.com
Dolby and the double-D symbol are registered trademarks
of Dolby Laboratories. © 2009 Dolby Laboratories, Inc.
All rights reserved. W09/21343
© 2009 BPL Business Media Limited
Armstrong House, 38 Market Square, Uxbridge, Middlesex UB8 1TG, United Kingdom
T: +44 (0)1895 421111 F: +44 (0)1895 431252 Printed in England by Williams Press
www.ibeweb.com l may/june 2009 l ibe l 5
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