Does targeted addressable advertising allow television to compete more effectively with Internet-based advertising?
A. Absolutely. Addressability and accountability have been the silver bullets for internet-based advertising successes. Addressability enables television to compete on a level ground. Next generation network platforms such as switched broadcast increases the ability to target advertisements while efficiently managing precious network bandwidth. Switched broadcast is an enabling environment for targeted addressable advertising. Switched broadcast provides an intelligent method of delivering selected broadcast programming to nodes, or small service groups (known as “microzones”), where subscribers actively request that programming. A switched broadcast environment tracks subscribers viewing habits, enabling viewing habit profiles to be developed. This information enables operators to target specialized ads to subscribers based on their viewing patterns, which in turn, paves the way for operators to charge a premium to marketers reaching out to consumers. This way, subscribers receive per
