Advanced audience targeting for IPTV

该项目旨在建立一个供IPTV（互联网协议电视）运营商使用的受众分析工具。这些平台提供了一种通过宽带网络传送电视的新方式。因此，他们使用IP技术，有潜力创造和支持比他们竞争的现有分销系统（即地面、卫星和有线）更直观的个性化电视服务。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速度很慢，因此，自2003年左右开始，IPTV在大多数国家的特点是增长相对缓慢，并且一定程度上依赖于小公司来提供差异化战略的驱动因素。该项目解决了这样一种差异化战略，其基础是为最终消费者提供高度针对性的电视服务，完全基于他/她的个人品味。关键的交付成果将是一个基本的原型演示器，它将展示使用来自英国网络运营商的真实实时消费者数据在汇总并转换为目标工具时可能实现的目标。潜在的关键前提是，电视观看习惯与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，这些线索可以从节目和频道的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——一旦得到正确的解释和汇总，它们对任何广告商来说都是无价的。项目输出将是一个基于软件的程序，它允许消费者从技术中重新获得重大利益，同时保持完全被动-即他们不被要求与系统交互，尽管系统反过来不断地实时学习越来越多关于他们的信息。这种互动是存在的，但对消费者来说并不明显，因此不会分散他们正常观看电视的乐趣。类似的基于互联网的推荐技术已经存在，但电视领域的类似发展仍然不成熟。这种进化将为智能电视网络的发展提供关键的下一步。商业游戏的最终目的是完善分析和软件，使这种基本原理可以作为决策的基础，决定家庭中个人的可能消费模式，然后是家庭在受众群体中的消费模式。此外，该项目将构建一个新的商业模式，以适应新的基于IPTV的生态系统。分析师的增长预测表明，在未来五年内，这种类型的直觉分析将在下一代电视平台提供精确定位系统方面变得越来越占主导地位。

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.