Advanced audience targeting for IPTV

IPTV 的高级受众定位

• 批准号: 710039
• 金额: $ 8.6万
• 依托单位: ZAP CORPORATION LIMITED
• 依托单位国家: 英国
• 项目类别: GRD Proof of Concept
• 财政年份: 2011
• 资助国家: 英国
• 起止时间: 2011 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=710039
• 关键词: Advanced; audience; targeting; IPTV

This project seeks to build an audience profiling tool for use by IPTV ( Internet Protocoldelivered Television ) operators. These platforms offer a new way of delivering televisionover broadband type networks. As such as they use IP technology and have the potential tocreate and support much more intuitive personalised television services than the existingdistribution systems with which they compete - ie terrestrial , satellite and cable. Howeverownership of the networks is largely in the hands of the global telco community for whomtelevision has not been a traditional core business. They are therefore slow to innovate in thisspace and as a result IPTV has been characterised by relatively slow growth in most countriessince inception around 2003 and a certain dependency on smaller companies to providedrivers for differentiation strategies. This project addresses one such differentiation strategybased on providing the end consumer with a highly targeted television service basedexclusively around his/her individual tastes.The key deliverable will be a basic prototype demonstrator which will show what ispotentially achievable using real live consumer data sourced from a UK network operatorwhen aggregated and converted into a targeting tool. The underlying key premise is that thereis a linkage between TV viewing habits and the likely consumption behaviour patterns ofconsumers. This information exists in the form of clues which can be deduced from bothprogramme and channel viewing trends evaluated over time. The revealed patterns are totallyindividual - just like fingerprints - and once properly interpreted and aggregated they areinvaluable to any advertiser.The project output will be a software based programme which allows the consumer to reapsignificant benefit from the technology whilst remaining totally passive – ie they are notrequested to interact with the system although the system in turn continually learns more andmore about them in real time. The interaction is there but is non – obvious to the consumerand therefore does not distract from their normal enjoyment of TV viewing. Somethingsimilar already exists with internet based recommendation technologies but similardevelopments in the TV space remain immature.This evolution will provide a key next step towards intelligent television networks. Thecommercial end game is to refine the analytics and the software to a point where this kind ofrationale can be used as a basis for making decisions about the likely spending patterns ofindividuals within households and then households within audience universes. In addition theproject will construct a new business model to fit the initiatives into the new IPTV based ecosystems.Growth projections from analysts suggest that this type of intuitive analytics will becomeincreasingly dominant for the provision of accurate targeting systems in next generationtelevision platforms over the next five years.

该项目旨在建立一个观众分析工具，供IPTV（互联网协议传输电视）运营商使用。这些平台提供了一种通过宽带类型网络传送电视的新方式。因此，他们使用IP技术，并有潜力创造和支持更直观的个性化电视服务比现有的分配系统，他们的竞争-即地面，卫星和有线电视。然而，网络的所有权主要掌握在全球电信社区手中，对他们来说，电视并不是传统的核心业务。因此，他们在这一领域的创新缓慢，因此IPTV自2003年左右开始以来，在大多数国家的增长相对缓慢，并且在一定程度上依赖于较小的公司来提供差异化战略的驱动力。该项目解决了这样一个差异化战略的基础上提供一个高度针对性的电视服务基地exclusively围绕他/她的个人口味的最终消费者。关键交付将是一个基本的原型演示，这将显示什么是潜在的可实现的使用真实的现场消费者数据来源于英国网络运营商汇总和转换成一个目标工具。潜在的关键前提是，电视观看习惯和消费者可能的消费行为模式之间存在联系。这些信息以线索的形式存在，可以从随时间推移评估的节目和频道观看趋势中推断出来。所揭示的模式完全是个人的-就像指纹一样-一旦正确解释和汇总，它们对任何广告商来说都是无价的。该项目的输出将是一个基于软件的程序，允许消费者从该技术中获得显着利益，同时保持完全被动-即他们不被要求与系统交互，尽管系统反过来会不断地在真实的时间中了解越来越多的信息。这种互动是存在的，但对消费者来说是不明显的，因此不会分散他们正常享受电视观看的注意力。基于互联网的推荐技术已经存在类似的东西，但在电视领域的类似发展仍然不成熟。这种演变将提供一个关键的下一步智能电视网络。电子商务的最终目的是完善分析和软件，使其达到这样一种程度，即这种分析可以作为一种基础，用于对家庭内部的消费模式以及家庭内部的消费模式做出决策。此外，该项目将构建一个新的商业模式，以适应新的IPTV为基础的生态系统的倡议。分析师的增长预测表明，这种类型的直观分析将成为越来越占主导地位的下一代电视平台在未来五年内提供准确的定位系统。