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'...