Traditional television advertising is losing share to other mediums that offer better ability to target ads to viewers. Cable providers have found that their audience has become increasing fragmented due to the spectrum of media choices and more channel. Addressability is increasingly important as advertisers seek to target their market more effectively.

IPTV and mobile advertising create further fragmentation without increasing the total advertising market size. To succeed, these mediums must steak share from others and to do so will require internet-like addressability, measurement and interactivity. Operators are sitting on an untapped gold mine. Google and Yahoo have illustrated the value of “eyeballs” relative to “subscriptions”. The “dump pipe” can get smarter – shared industry vision as evidenced in standards to use technology to improve addressability and measurement.

Advanced Advertising will bring Internet-like addressability, measurement and interactivity to television and mobile advertisements. It promises to increase advertising revenue for MSOs and create new revenue stream for wireline and wireless Service Providers.

	Openet has announced it’s first solution in it’s suite of Advanced Adverting Solutions – Audience Measurement. Openet’s Audience Measurement solution enables service providers to collect and correlate second-by-second subscriber activity across television, video-on-demand, mobile and broadband services with demographic and psychographic
information to generate subscriber profile and segmentation knowledge of unprecedented depth and accuracy. Read more >