Advertisers are increasingly concerned about the impact of the migration of television viewers from commercial TV to an on demand world. Enhanced and interactive television technology companies, cable systems operators, satellite platforms, broadcast and cable networks are currently involved in trial deployment of various advertising applications. However, since little information from these trials is broadly shared, they are not gaining traction with the advertising community.
As a result, the ANA is creating a venue in which advertisers will participate in test cells for upwards of a year in a variety of enhanced TV applications including addressability, ad supported video on demand, and personal video recorders. The project will be coordinated by a member chair.
All participants – advertisers, content providers, distributors and technologists – will be required to share their results; however, exceptions will be entertained for “proprietary” associations.
We are excited that this collaborative forum. It will provide a resource for the advertising and media community and encourage a dialogue among the different constituencies and evolving this television medium.
More on this to come.
