What is ad insertion? In my “World’s End” blogs I focus on the content that allows success when others have failed. Over the course of our existence different technology has come and gone. They have seen their world end and become replaced by another. Why has ad insertion technology been so embraced?
Communicate with providers to meet needs. Being successful from past failures.
TV service providers, including cable companies, seek to target advertising to their subscribers according to the type of device they are watching and, to some extent, where they are. Three-screen advertising insertion technology is the process of creating multiple video streams which allows an advertisement to reach multiple devices.
Consider a service provider targeting consumers on a PC and mobile devices to illustrate the benefits of this technology. While the PC is likely to be sitting at the customer home, consumers carry their mobile everywhere. So a cell phone would not be as beneficial to show localized ads of the kind we see on television. My personal example is my cell phone showing me specials on my next oil change from a dealership in Arizona. Now living in Florida with my cell phone, those “local” ads are no longer local for me.
This technology is increasing in usability because service providers can send adverts that are device-dependent, making them specific to owners of the Apple iPad or differentiating between users of smartphones and ‘classic’ mobile phones.
It is quite clear that finding ways to monetize multi-screen TV is a priority to service providers and advertising is going to play an important role in that. The ability to target adverts for different devices will be a key weapon.
http://www.v-net.tv/NewsDisplay.aspx?id=561&title=ad-insertion-benefits-extended-to-multi-screen
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