LightReading published an article on a panel that it put on JP Morgan technology conference Telecom 2.0: The Collision of Content & Communications in Boston. The panel stated that advanced advertising may be the key to ATT and Verizon differentiating their services from the cable companies. The panel also stated that this kind of advertising could double the revenue potential of TelcoTV services.
I wrote a report for the Multimedia Research group called Advanced Advertising for IPTV Services that was published last fall that reached similar conclusions. TelcoTV networks can provide a lot of information about how ads are watched today that advertisers cannot get today. For example, it is possible to track the number of viewers that switch an add off in the first 10 seconds. It is also possible to offer new forms of interactive ads.
Our recent report Networking Strategies for TelcoTV Services describes what telcos will need to do to address the load that these interactive advanced advertising services will put on their networks.
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