Targeting The 21st-Century Consumer, Part Two Of Three
•Contributed Editorial: Targeting The 21st-Century Consumer, Part Two Of Three
•Read Part One Of Three Here.
•Read Part Three Of Three Here.
By Ken Borruso, CTO, Visual Incite
One area that broadcasters and network operators are focusing on is called Project Canoe. This technology upgrade manages the network plant to support a dynamic advertising insertion model unique in each set top box. With this model, the networks may be able to accomplish their original intent of vertical marketing to an individual household that is most likely interested in that product for a premium fee to the advertiser. This technology may also be used to create narrowcast display networks.
While this is being thought out and created, digital signage technology available today is used to create a narrow-cast network equivalent as an alternative method of communicating compelling content to a specific set of viewers.
Media companies, like magazines, have followed the trend of creating vertical alternate channels that attract smaller audiences of a special interest to whom they can sell commercial time for a higher CPM. In theory this makes sense, but in reality, they indirectly created a content gap and this is a major reason why the out-of-home real estate rush is on the rise.
Click Here To Download:•Contributed Editorial: Targeting The 21st-Century Consumer, Part Two Of Three
•Read Part One Of Three Here.
•Read Part Three Of Three Here.