IPTV: making personalised advertising a reality

Patrick Christian, founder and managing director of Packet Vision, describes the exciting world of Internet Protocol Television (IPTV), where TV programmes are delivered via broadband networks to standard TV sets.

IPTV: making personalised advertising a reality

Patrick Christian

Internet Protocol Television – or, as it is more commonly known, IPTV – is widely predicted to become mainstream within the next few years. Industry analysts predict that by 2009 IPTV will be installed in 8.7 million homes in Europe alone (see Table 1 for 2005 subscriber figures). But probably of more interest to the advertising industry is a growing realisation that IPTV could breathe new life into TV ads, opening up new, more accurately targeted and flexible ways to reach consumers that could reduce ad-skipping.

With IPTV, 'addressable advertising'...

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