Targeted TV -The Future of Addressable Advertising
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The document discusses the future of targeted advertising on cable TV through addressable advertising. It proposes that cable needs a subscriber information system (SIS) to (1) collect and correlate subscriber data from multiple sources, (2) respond to queries about subscriber attributes and market segments, and (3) support targeted advertising and applications while protecting privacy. A new standard called SCTE 130 defines how advertising systems can communicate placement opportunities and measurement data to enable multi-vendor interoperability using SIS infrastructure.
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Targeted TV -The Future of Addressable Advertising
- 1. Targeted TV – The Future of Addressable Advertising Brian Cappellani Light Reading Live: Cable Next Gen Video Strategies
- 4. SCTE 130 System Interactions
- 12. Brian Cappellani [email_address] 416-365-3966 Thank You !
Editor's Notes
- The type of information contained in SIS can potentially also be leveraged to support other applications to help further justify an SIS investment. These include: Automated targeted up-sell recommendations/promotions for CSRs, IVR on-hold messaging and web portal promotions Automated rules that determine what additional service(s) a subscriber may most likely be interested in based on current services and usage Support customer care retention and loyalty programs – support staff can more readily identify the incentive that is more likely to keep a given subscriber Provide marketing reports to assist in identifying new service product opportunities SIS information can be used to assess potential demand for a new service Potential to personalize cable operator-provided video and Internet applications Can use information about likely family makeup and interests to modify interface and content to better meet user needs Customer support applications — i.e. identify STBs impacted by an outage Could support query to identify services and subscribers impacted by a service outage