Behavioral Targeting Comes To TV Ads
MStar and Channel Island have collaborated to advance TV advertising and applications in set-top boxes. The software supports profiling and geographic targeting for motion video ads. Network operators receive audience measurement and response metrics that includes behavioral information.
Aside from targeted advertising, the MStar system-on-chip (SoC) semiconductor enables premium TV services on the Channel Island box such as video on demand, electronic program guides, widgets, personal video recording, voting, chat and other applications.
The companies tout the applications built into the joint Mstar/Channel Islands solution as having the ability to increase revenue for even small advertisers that have not had the applications to use targeted broadcast ads based on behavior.
And, in the future, what consumers watch on TV will influence the ads they see online. Years ago, Microsoft talked about joining the three screens. Now joining two will become a reality. Flingo has developed an application for Internet-connected TVs, Blue-ray players and set-top boxes that allows content providers and advertisers to take a fingerprint of what's on the TV screen. It sends the information to a server that identifies the content that connects to the person's Web device on the same IP using an API to provide Web pages with content.
Flingo has partnered with heavy hitters such as Samsung, Google, LG, Adobe, Broadcom, Intel, Warner Bros., TV Guide, Showtime, CBS, TMZ, MTV, Fox, blip.tv and others.