[opendtv] Re: Twang's Tuesday Tribune (Mark's Monday Memo)
- From: "Kon Wilms" <kon@xxxxxxxxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Fri, 7 May 2004 11:44:25 -0700
>But without a separate unicast two-way channel, you're back to
transmitting the ads that are targetted to individual customers
over the broadcast channel. That's what makes this inefficient.
Even very low bit rate spam will add up to a lot of bandwidth
as you increase the number of uniquely targetted ads you
broadcast, and use of the carousel just compounds the problem.
For a broadcast-only settopbox with pots backchannel we can't really rely on
a unicast model. The priority model lets advertisers pay a premium for
immediate delivery of their ads to the cache, however. Its just a tweak to
their business model - do we update when we want and pay premium, or do we
stagger our advertising and pay less but have to do some management of when
we send ads out and the time it takes for them to arrive.
With ITV-capable STBs one can also go the route of offering advertisers
'less-than' services - i.e. a banner ad on the EPG screen, etc. I am really
surprised advertisers in the TV world are so clueless that they have yet to
latch onto the idea of an ad on the EPG screen or configuration screen - to
me this is primo real estate, since there is no skipping past it.
>It's all a matter of degree, of course. The more individualized
the ads, the better it is to use a unicast medium for their
transfer. Over cable, no problem. You have the unicast two-way
channel right there.
Yup, exactly. Well, as long as all the boxes don't hammer the headend at the
same time :).
Cheers
Kon
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