Wednesday, April 02, 2008
Targeting Critical to Video
On demand video delivery -- either online or through the set-top box -- will only be successful as the targeted ads that can accompany it, according to ABI Research.The analyst firm is bullish on cable companies delivering video on demand if -- like online -- vertical niches can target users.
ABI Research says cable providers such as Rogers in Canada are targeted groups such as Indians and Chinese with vertical advertisements. For TV/cable to compete, they will have to do as well as website in collecting demographic data and delivering relevant ads.
The analyst firm has a new report "Video on Demand and Ad Insertion Markets" that discusses streaming and downloadable video as well as VOD. The battle between the TV and PC for ad dollars is healthy for everyone since a dominant player in one area (Comcast or Google) will be kept in check by the other platform.
Posted By John Gartner at 03:21 PM
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