The technology showcase will include an example of a geographically targeted advertising campaign, showing how content can be delivered to mobile TV users over standard DVB-H networks. The showcase also aims to highlight the symbiotic relationship between mobile TV and targeted advertising: the latter brings revenue to mobile TV, which in turn, provides the targetable platform and customer base which will help to accelerate the growth of addressable television advertising.
Tony Hart, business development director of Packet Vision said that there had been "a massive increase of interest in targeted advertising and confirmed that the company was already working with IPTV broadcasters, network owners and vendors, as well as advertising agencies and brands. "Mobile TV is a vital part of the rapidly changing world of TV and is a vital part of our roadmap." Antoine Clerget, CEO and co-founder, UDcast said the company expected targeted advertising to be an important element of mobile TV business models, including free-to-air services where finding ways to generate revenue from advertising would be essential