The technology showcase (on UDcast’s booth, 1E-90), will include an example of a geographically targeted advertising campaign, showing how content can be delivered to mobile TV users over standard DVB-H networks. The showcase also aims to highlight the symbiotic relationship between mobile TV and targeted advertising: the latter brings revenue to mobile TV, which in turn, provides the targetable platform and customer base which will help to accelerate the growth of addressable television advertising. According to MultiMedia Intelligence mobile video revenue will exceed $3.5 billion in 2008, and grow to $15 billion by 2012.
The demonstration of targeted advertising over mobile TV follows a number of successfully completed targeted advertising campaigns managed by Packet Vision over commercial IPTV networks during the past 12 months. In addition, UDcast Mobile TV – including geographic targeted content and advertising support – is already integrated into the transmitters of a number of vendors, with further announcements expected to follow at this year’s IBC.
Tony Hart, business development director of Packet Vision said: “The timing is right for this demonstration. We’ve seen a massive increase of interest in targeted advertising and are already working with IPTV broadcasters, network owners and vendors, not to mention advertising agencies and brands. Mobile TV is a vital part of the rapidly changing world of TV and is a vital part of our roadmap. Like Packet Vision, UDcast is a pioneer in its particular area of innovation, with a proven track record and global reach so there is a natural synergy between the two companies.”
Antoine Clerget, CEO and co-founder, UDcast said: “We expect targeted advertising to be an important element of mobile TV business models, including free-to-air services where finding ways to generate revenue from advertising will be essential. UDcast’s mobile TV solutions are compliant with majority of standards deployed across the world. We are in an ideal position to provide the global platform for delivering mobile TV, so it makes sense to work with Packet Vision, which we believe is at the forefront of delivering targeted advertising technology on IP video networks.”