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Advanced TV Advertising

Advanced TV Advertising
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   Addressable Advertising

Addressable advertising is the communication of a message or media content to a specific device or customer based on their address. The address of the customer may be obtained by searching viewer profiles to determine if the advertising message is appropriate for the recipient. The use of addressable advertising allows for rapid and direct measurement of the effectiveness of advertising campaigns.

This figure shows how SCTE has created an addressable advertising system that uses several different information systems to assist in the selection of TV ads. The advertising decision system (SCTE 130-3) identifies and coordinates the insertion of ads into media systems which may include linear TV advertising. Ads and program content can be classified and described in the content information system (SCTE-4). The ADS can register with the CIS system to search for content and receive alerts when specific types of content are available. The placement opportunity information service (SCTE 130-5) can be used to identify when advertising inventory is available for use. The subscriber information service (SCTE 130-6) can be used to obtain information related to subscriber activities (preferences or viewing habits).

Ad Addressable SCTE Diagram

Ad Addressable SCTE Diagram

 

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   Advanced TV Advertising Books

Advanced TV Advertising

 

 

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Advanced TV Advertising

This book explains the basics of audio and video digitization and compression and the standard formats that are used be MPEG. You will learn about the different MPEG audio coders and video coder options.

$19.99 Printed, $16.99 eBook

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