Targeted Ads For Mobile Video (PDF)

Lightningcast has announced the launch of its Mobile Video Advertising Solution, which allows mobile video providers to “seamlessly and dynamically insert targeted, audited video ads into real-time (“mobile TV”) and/or on-demand mobile video streams”. The key thing about this is that the inserted ads can be targeted to specific demographics, the details of which could be obtained when a user registers for a video service. Alternatively, the ads can be targeted based on location, so people in different cities receive ads localized to them. This technology utilizes the strength of mobile video and is quite clearly a boon for everyone concerned — consumers get ads that are more relevant to them, advertisers get a more targeted audience so the ads are more effective, and content providers can charge more for the space (because the ads are more effective).
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