Personalised ads herald future of TV

LONDON - Brands will soon be able to target viewers with personalised ads via their TV set-top-boxes following a collaboration between broadcasters and ISPs.

Plans to step up the delivery of broadband-to-TV set-top boxes have led industry experts to predict the emergence of internet-style behavioural targeting opportunities for advertisers later this year.

BBC and ITV last month combined with BT to promote a common approach to delivering TV on demand. The initiative will see the creation of an industry-wide set of standards that will allow broadcasters to make their VoD (video on demand) content available via all kinds of TV set-top boxes.

Separately, Sky is working to make all of its programme content available via its internet-enabled set-top-boxes. Virgin Media also recently launched a superfast 50 Mb (megabyte) broadband service that will drive its on-demand strategy.

Simon Mansell, managing director of TBG London, claims that a proliferation of broadband-enabled TV boxes will offer a raft of new opportunities for brands.

"Delivering high-speed broadband through set-top boxes has the potential to change how people use digital media and the way TV is viewed," he said. "It brings into play advertising around long-form content, which people have been reluctant to view on PCs."

For more on this story check out the January issue of Revolution here: Revolution January

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published