Personalized Mobile TV Advertising

This is what everyone has been talking about for a while… it seems that Ericsson is finally doing it. Ericsson and the Norwegian Broadcasting Corporation (NRK) have launched a two-month trial of personalized mobile TV advertising. It will begin early this month with volunteers, who will receive NRK’s two TV channels and five radio channels, as well as a made for mobile 24/7 TV program.
“Customers can use their handsets to interact with the show’s host via voting and chatting, and can contribute content by uploading photos and video clips…Advertisements will be interactive, customized to ensure their relevance to individual users, and tailored to the user’s age, gender, location and personal interests. Advertising content will also span an array of formats including videos, banners, ticker texts and branded downloadable content…Content will be accessed via a downloadable client, a Java application providing fast channel switching, interactivity and the new personal advertising features.”
This is where the nature of mobile — one person per device — will really start being useful. The question will be how well the technology and targeting algorithms work.

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