Adverts will target individuals to prevent channel hopping
March 15th, 2011 - 3:08 pm ICT by ANILondon, Mar. 15 (ANI): Television viewers in the UK face watching “personalised advertisements” under a new scheme that is will target people depending on their consumer habits, it has emerged. BSkyB is trialling a scheme called AdSmart, which will store advertisements on their customers’ Sky+HD set-top boxes, The Telegraph reports.
Broadcasters are set to introduce advertisements based on personal tastes to halt the growing shift from television to the Internet.
The “personalised” advertisements would use information gathered from viewer preferences, where they live and other “customer research”.
Experts said yesterday the schemes would likely end of the traditional “one size fits all” advert break.
Under the scheme, which will start being rolled out within two years, adverts would be transmitted during “live” viewing. The timing and length of breaks will remain unchanged.
Figures show that an estimated 50 per cent of all advertising spend is wasted. Advertising agencies are said to be broadly supportive of the move as it could stop traditional “channel-hopping”.
A BSkyB spokesman said it hoped to “help advertisers offer more relevant adverts”. (ANI)
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