TelcoTV: Telcos will revitalize TV, Verizon exec says
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“We don’t require any complicated setup in the home to do this, which is pivotal to advancing the TV platform,” Harrobin said, adding Verizon has the advantage over consumer-based options such as Sling and Roku in that regard.
“We need the capability to deploy targeted ads, not only during linear programming but also during time-shifted TV and VoD,” Harrobin said. “TV is still the best way to reach the mass market, but it is inferior to the Web in terms of interactivity and measurability. We will be able to reach audiences via set-top box ad insertion with ads that are relevant. Consumers don’t dislike advertising; they dislike advertising that is irrelevant to them.”
Instead of asking advertisers to buy a specific program based on ratings or target audience, TV providers need to let them buy a specific audience and targeted advertising will enable that, Harrobin said. “It’s an ‘around the corner’ for us.”Want to use this article? Click here for options!
© 2012 Penton Media Inc.
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