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

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).