[opendtv] Re: These Tech Firms Are Vying to Shake Up TV Advertising in 2018
- From: Craig Birkmaier <brewmastercraig@xxxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Mon, 08 Jan 2018 09:40:31 -0500
On Jan 7, 2018, at 11:01 PM, Manfredi, Albert E <albert.e.manfredi@xxxxxxxxxx>
wrote:
Not sure what this is describing. It sounds like the customer TV set needs to
report in, somehow, to indicate that customer's interests. For that, you need
a two-way Internet link. And then, it sounds like the ads are delivered by
broadcast and stored on TVs? Or maybe, ads are also delivered via broadband
unicast, stored in the TV, and then triggered when some broadcast signal says
so?
What it is describing Bert, is the tight coupling of a broadcast with a two-way
Internet back channel that already exists to support the smart TV. This is not
rocket science; it is just the use of user data to sell personalized ads.
Kinda like just about every website you visit today, with ads inserted by
Google, Amazon et al, based on your browsing and search history.
If multiple different optional ads are broadcast, the system would not scale
terribly well.
How could you possibly justify such a statement?
There are multiple ways to get the ad to the TV as you note;
- Downloading personalized ads to a smart TV via broadcast OR via the broadband
link;
- Directed tuning of the broadcast receiver to sub channels that carry ads for
sub markets - not “personalized,” but highly valuable to local TV stations.
This may be the best economic reason to deploy a distributed transmission
infrastructure in larger TV markets;
- Ad insertion from an Internet connected server.
If the ads are always sent via broadband, and stored on the TVs, at some
point, I would wonder why go to so much trouble. The majority of TV is
consumed on demand anyway. Inserting targeted ads in unicast streams, for
live or on-demand TV, from server to TV sets, is not so complicated. Can be
done already. The way I watch TV, the program stream even seems to know what
my closest stores are. Some ads are that targeted.
Exactly. The reason to go to so much trouble is the $70 BILLION TV advertising
pie that pay for “FREE TV,”however it is delivered to your TV. You can add to
this the fact that viewers now pay another $16 BILLION to enjoy TV without ads.
Regards
Craig
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