Description
This book explains the television advertising industry and how it is changing from general one-way broadcast commercials to custom targeted interactive media campaigns. Between 2004 and 2009, over 1/3rd of money budgeted on television advertising campaigns ($17 billion per year in the United States) had shifted to Internet advertising. Television advertising is changing to better compete and in some cases outperform Internet advertising.
TV systems have been evolving into two-way media distribution networks (cable modems, IPTV, mobile video). This allows TV systems to better identify who should receive certain types of ads and to get immediate feedback on how they are reacting to the commercials.
You will discover how addressable advertising can be used to better select commercials for viewers. Discover how interactive commercials can allow viewers to select, store, and expand (telescope) commercials and how much more value they can create for the advertiser (more sales) an dhow much more revenue they can create for the broadcaster.
Sample Diagrams
There are more than 42 explanatory diagrams in this book
Mixed Media Advertising
This figure shows how a television program can use mixed media to provide product offers to qualified consumers at specific times in a display location that is noticeable but not intrusive. This picture shows that during a news program, the viewer is presented with a pizza icon from a local pizza restaurant. This example shows that when the user selects the icon, a small window appears with the pizza offer details.
Table of Contents
Television Advertising Industry
Ad Campaigns
Addressable Advertising
Interactive Commercials
Advertising Systems
Advertising Networks
Ad Agencies
Media Production
Integrated Advertising
Appendix I - Acronyms
Appendix II - Standards Bodies
Index
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About the Author
Mr. Lawrence Harte is the president of Althos, an expert information provider which researches, trains, and publishes on technology and business industries. He has over 29 years of technology analysis, development, implementation, and business management experience. Mr. Harte has worked for leading companies including Ericsson/General Electric, Audiovox/Toshiba and Westinghouse and has consulted for hundreds of other companies. Mr. Harte continually researches, analyzes, and tests new communication technologies, applications, and services. He has authored over 100 books on telecommunications technologies and business systems covering topics such as IPTV, CATV, mobile telephone systems, data communications, voice over data networks, broadband, prepaid services, billing systems, sales, and Internet marketing. Mr. Harte holds many degrees and certificates including an Executive MBA from Wake Forest University (1995) and a BSET from the University of the State of New York, (1990).
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