Spain’s first IPTV interactive ad experience

From David Del Valle in Madrid

Telefonica’s IPTV network Imagenio and Alcatel-Lucent have jointly carried out what it claims to be the first IPTV interactive advertising experience in the country, enabling TV viewers to use their remote controls to have access to interactive content linked to a specific consumer brand product.

For the pilot, Imagenio has used a technological solution based on Alcatel-Lucent’s 5930 Interactive Media Manager that allows “dynamic interactive applications and advertising campaigns”, including web 2.0 features. The solution also measures the audience to optimize advertising campaigns, allowing Imagenio's customers to interact with Web content in real time – seamlessly accessing Web-based content such as games, additional information, competitions, etc.

"We worked closely with Telefonica to develop and launch this strategic proof of concept pilot and we have successfully demonstrated that this new advertising model is possible. This is a model that is more rewarding for the user as it matches his lifestyle and interests, is more effective for advertisers as they now have a powerful new tool to reaching their target audiences and measuring their campaign's success", said Alfredo Redondo, Alcatel-Lucent's Global Account leader for Telefonica.

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