Inuk and Packet Vision’s collaboration reinforces the value to advertisers of being able to target a specific demographic with relevant ad material. Packet Vision’s sophisticated advertising delivery platform allows ads to be inserted into TV content carried over Inuk’s multicast stream at the edge of the network, allowing highly segmented ‘spots’ to be targeted at specific viewers. Because of Freewire TV’s current focus on the student market, it is perfect for targeting the lucrative 19-24 year old demographic. As Freewire TV expands nationwide then advertisers can use the system to rollout campaigns to other audiences.
Marcus Liassides, CEO of Inuk Networks commented: “Broadcasters are seeing budget being diverted away from TV and onto the web in a bid by advertisers to get in front of the right kind of user. Together with Packet Vision, we are developing ways to break this cycle by applying the power of online to TV in a totally new way. Delivering targeted advertising over our Freewire TV service is a rare opportunity to offer the best of both worlds to advertisers – direct access to a specific social category and greater measurability of what works and what doesn’t.”
Providing access to one of the most lucrative age groups in terms of advertising return, Inuk Networks’ Freewire TV service is a perfect panel for advertisers looking for newer and more effective ways of reaching the target student demographic. In addition, the bi-directional nature of IPTV gives broadcasters and advertisers better insight into the tastes and preferences of viewers, allowing them to capitalise on these returns. Packet Vision’s technology also captures viewer data, which can then be made available to broadcasters to support their sales process.
“Television advertising costs are increasing daily while the efficiency in targeting the right individuals is decreasing,” said Charlie Horrell, Packet Vision CEO. “We are solving this mis-match by enabling advertisers to target their adverts to a specific audience. The main benefit of addressable advertising is that wastage for the advertiser – and so overall cost – is substantially reduced. As far as the TV channel is concerned , it can now sell the same spot many times over and so will dramatically increase revenue. In reaching out to the student population, initially using Inuk’s Freewire TV platform, we can help advertisers understand how to create the climate for long-lasting brand loyalty.”
The flexibility to target a defined viewer-ship with tailored ads allows broadcasters to offer an advertising framework that also caters for geographic as well as social audiences. As Packet Vision is able to insert ads at different levels of the network, the opportunity exists for local advertisers to target viewers in their chosen area in the most cost-efficient way possible.
Inuk’s Liassides added: “With the power to reinstate broadcasters as the custodians of advertising best-practice, we expect the new functionality available from Freewire TV to be a key driver for both local and national advertisers as we look to roll the platform out across the country. In what represents a complete redefinition of the traditional advertising model, the potential to reach out to consumers through Freewire TV now encompasses thematic targeting, geographic relevance and even individual home addressability. From there, the possibilities are almost endless.”
Kaynak : 