Thursday, June 21, 2007
Video Ad Network Tailors Pitch
Real Time Content, a spin-off from British Telecom, has developed an ad network that tracks the video watched by consumers and customizes the ads based on their preferences.The company describes this as "adaptive media," delivering behavioral/targeted ads based on the fly. But it is not possible to completely understand video watching habits for all types of media while respecting privacy, so the data collection set is limited to those sites that are part of the ad network.
RTC uses the example of editing a movie trailer so that it will appeal to both action and romance fans. While many films can appeal to multiple tastes, isn't this a tad deceptive (sort of like using "content" in the name of an advertising company)? Movie trailers are crafted to appeal to a certain type of audience, and selectively editing them to seem like something they aren't will leave consumers dissatisfied.
Video search engines/ad networks need to take a page from TiVo and let consumers quickly vote a piece of content up or down, and combine that with demographic information. As I've said before, giving people access to premium content in exchange for answering a few questions would be a fair exchange.
For example, before watching a video, you could be asked to rank which type of product appeals to you most: Coors, Diet Coke, or Aquafina, and then customize the ads based on that information. Over time sufficient data could be collected to deliver the most relevant ads.
Posted By John Gartner at 10:10 AM
Permanent Link: Video Ad Network Tailors Pitch
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