IPTV Advertising: Profit Globally, Pine Locally

• Posted: Saturday, February 10, 2007
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• Author: pradhana
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• Filed under: Internet Advertising, IPTV, Online Advertising

IPTV is capable of one-to-one television lineups and ad targeting. But it's an also-ran in the US.

Targeted advertising via Internet protocol television (IPTV) is expected to produce major revenues within the next year, according to IPTV executives' opinions revealed in a new report by Accenture and the Economist Intelligence Unit.

Of the executives surveyed, 46.5% said that they thought such advertising would produce "major" revenues, and another 37.4% said that they thought such ads would bring "moderate" revenues. In fact, targeted ads outstripped both premium content subscription fees and regular mass market ads as a projected source of major revenues in the opinion of the respondents.

IPTV proponents, who think that TV delivered via Internet protocol will be a perfect realization of customized content delivery (and long-tail profits), are watching markets like France closely to see how targeted ad delivery fares. France leads the US and most of the world in IPTV subscriptions, thanks in part to a paucity of television programming in many parts of the country.

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