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Advertising will fragment unless we devise ways to advertise on multiscreen

By PETER WHITE

Published: 25 November, 2011

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Last week's OTT World Summit in London highlighted a difference in views over the need for standards in advertising compared with broadcast as a whole, in a hybrid world combining interactive IP video services with one of the three traditional broadcast media of cable, satellite or terrestrial.

In the case of advertising, common global standards were called for to enable delivery of generic or targeted adverts to people irrespective of their device or service platform. On the other hand for broadcasting, operators and countries will want wriggle room to put their own stamp on services. Some standardization is still desirable for hybrid broadcast in order to create economies of scale for smaller device makers to come in, for example, enabling them to target larger multinational markets, but the standard should not be too prescriptive or unwieldy.

The reason for this slight dichotomy is not hard to divine. Advertising is increasingly global and brands want to have as large a target as possible, especially as the audiences become fragmented through targeting and addressability. Furthermore if people register to receive particular categories of advertisement, the impact will be increased if they can be delivered to any device, wherever the recipient is. The whole target audience is likely to be distributed across multiple services and different operators each with their own content, so only a common standard implemented by all will enable adverts to be delivered and inserted within the programming.

Do you think that we urgently need some standards to cover multiscreen advertising? Tell us what you think on our LinkedIn discussion on the subject at Rethinking TV.

For a full version of our analysis of this story please go to www.rethinkresearch.biz/faultine and order this week's copy of Faultine and perhaps sign up for a trial.

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