IPTV: addressable advertising offers attractive revenues

摘要

There's no doubt that IPTV is a powerful tool for telcos who want to increase their ARPU and win market share from the cable and satellite networks. From the consumer's point of view, the older forms of TV are made to look positively pedestrian by IPTV's internet-like characteristics that let viewers choose what programmes they want to watch and when. Telcos' first priorities are usually to set up the network and sign up subscribers but, beyond that, all are looking at additional revenue-generating services. One of the most attractive is addressable TV advertising which, with new technology and business models, can be easy to implement and involve little capital outlay.