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href="/info/industry/special/wireless">手機(jī)與無線通信</a> > <a href="/info/articlelist/special/wireless/type/3">業(yè)界動(dòng)態(tài)</a> > IPTV將如何改變廣告?zhèn)鞑シ绞?/p> </div> </div> </div>   <script src="https://forum.eepw.com.cn/jscontent/wenzilian" type="text/javascript"></script>  <div class="h9rxx5z" id="container"> <section> <article> <h1>IPTV將如何改變廣告?zhèn)鞑シ绞?/h1> <div id="3xfn9rb" class="authorTimeSource"> <span>作者：BigBand Networks首席架構(gòu)師John Reister</span> <span>時(shí)間：2009-03-26</span> <span>來源：電子產(chǎn)品世界</span> <link rel="stylesheet" type="text/css"/> <span style="float:right; width:130px;margin-right:0px; text-align:right;"> <div id="xbvhjtv" class="nav0"> <ul> <li><a href="javascript:void(0);"><img src="http://www.ex-cimer.com/event/action/images/icon_add_4.png" width="20" border="0" align="absmiddle" />加入技術(shù)交流群</a> <ul> <li style="text-align:center;"><img src="http://www.ex-cimer.com/event/company/images/code_1.jpg" width="130"><br />掃碼加入<br />和技術(shù)大咖面對(duì)面交流<br />海量資料庫查詢</li> </ul> </li> </ul> </div> </span> <span style="float:right; width:30px;margin-right:0px; text-align:right;"><a rel="nofollow">收藏</a></span> </div> <div id="vzbtjtr" class="hAd4_Afinal20a_back">  <iframe id='a890e388' name='a890e388' src='https://ad.eepw.com.cn/www/delivery/afr.php?zoneid=88&cb=INSERT_RANDOM_NUMBER_HERE' frameborder='0' scrolling='no' width='660' height='60'><a target='_blank'><img src='https://ad.eepw.com.cn/www/delivery/avw.php?zoneid=88&cb=INSERT_RANDOM_NUMBER_HERE&n=a635e61e' border='0' alt='' /></a></iframe> </div> <div style="margin-top:28px;"></div> <div id="3ppppnp" class="content" id="contentDiv" style="position:relative;"> <div id="l7f33pp" class="ad_300x180_Afinal13_back">  <iframe id='a225770a' name='a225770a' src='https://ad.eepw.com.cn/www/delivery/afr.php?zoneid=87&cb=INSERT_RANDOM_NUMBER_HERE' frameborder='0' scrolling='no' width='300' height='200'><a target='_blank'><img src='https://ad.eepw.com.cn/www/delivery/avw.php?zoneid=87&cb=INSERT_RANDOM_NUMBER_HERE&n=a576c0a2' border='0' alt='' /></a></iframe> </div> <span id="contentlabels" style="font-size:14px;"><p>　　<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/IPTV"><em>IPTV</em></a>的前景令人看好。分析公司多媒體研究集團(tuán)(MRG)表示到2011年全球訂戶的數(shù)量將從2007年的1350萬美元增加至7260萬美元，相當(dāng)于40%的復(fù)合年增長(zhǎng)率。研究公司Infonetics估計(jì)，到2009年<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/IPTV"><em>IPTV</em></a>將為服務(wù)提供商帶來380億美元的收入。</p>本文引用地址：<a href="http://www.ex-cimer.com/article/92872.htm">http://www.ex-cimer.com/article/92872.htm</a> <p>　　然而，如果<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/IPTV"><em>IPTV</em></a>的潛力能夠?qū)崿F(xiàn)，它將面臨重大挑戰(zhàn)。許多<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/有線電視"><em>有線電視</em></a>和<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/衛(wèi)星電視"><em>衛(wèi)星電視</em></a>運(yùn)營(yíng)商提供的服務(wù)已經(jīng)獲得廣泛的市場(chǎng)認(rèn)可。 IPTV提供商將無法從類似的服務(wù)中收取類似的費(fèi)用并且期望獲得大量的市場(chǎng)份額。為了取得成功與增長(zhǎng)，他們需要采取差異化戰(zhàn)略。</p> <p align="center"><img class="" height="262" width="169" alt="" src="http://editerupload.eepw.com.cn/200903/fb14c7ccb55abe19d8fb474902a539b1.jpg" /><br /> BigBand Networks首席架構(gòu)師John Reister</p> <p>　　定址能力為供應(yīng)商提供了機(jī)會(huì)。 IPTV網(wǎng)絡(luò)可以像互聯(lián)網(wǎng)一樣直接給特定收件人提供內(nèi)容。在IPTV中， IP終端與電視機(jī)或者機(jī)頂盒連接，這樣就可以為特定的電視專門定制并傳輸節(jié)目或廣告。</p> <p>　　定址廣告功能在幫助IPTV運(yùn)營(yíng)商逐步增加用戶數(shù)同時(shí)帶來更多收入的關(guān)鍵因素。未來，它將使服務(wù)提供商轉(zhuǎn)變電視觀眾收看廣告的方式。如果電視廣告繼續(xù)與其他廣告交付方式有效競(jìng)爭(zhēng)，這種轉(zhuǎn)變至關(guān)重要。</p> <p><strong>　　在廣告戰(zhàn)中反擊</strong></p> <p>　　現(xiàn)在的消費(fèi)者比以前接觸到更多的媒體，這將幫助廣告商分散受眾。近年來在線廣告收入的大幅增長(zhǎng)主要是由于互聯(lián)網(wǎng)所提供的先進(jìn)的定址功能。</p> <p>　　大陸研究組織最近的一項(xiàng)調(diào)查顯示，相關(guān)性是建立品牌認(rèn)知度以及推動(dòng)消費(fèi)者行為最關(guān)鍵的廣告因素。很難通過傳統(tǒng)電視網(wǎng)絡(luò)向正確的目標(biāo)受眾提供商業(yè)廣告，正在令運(yùn)營(yíng)商和廣告商深受困擾。</p> <p>　　現(xiàn)在電視觀眾正在對(duì)一些不相干的廣告失去耐心?？悼ㄋ固?a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/有線電視"><em>有線電視</em></a>公司的廣告銷售部門Comcast Spotlight和媒介代理公司星傳媒體集團(tuán)正在進(jìn)行一項(xiàng)研究，旨在通過增加的廣告相關(guān)性和廣告商問責(zé)制說明定址廣告的效果。</p> <p>　　康卡斯特公司通過其8個(gè)<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/有線電視"><em>有線電視</em></a>網(wǎng)絡(luò)向特定的家庭用戶交付廣告。這些家庭用戶均滿足包括通用汽車、發(fā)現(xiàn)卡、卡夫、火星和寶潔公司等廣告商的特定需求。</p> <p>　　研究發(fā)現(xiàn)，在商業(yè)廣告時(shí)段觀看針對(duì)性廣告的家庭用戶很少轉(zhuǎn)換頻道，比接收非定址廣告家庭的換臺(tái)時(shí)間減少38%。</p> <p>　　這一結(jié)果顯示了目標(biāo)廣告的強(qiáng)大。因此，廣告商正在逐漸尋求提高他們的廣告效率和效果的方式，因此許多廣告商愿意支付額外費(fèi)用，通過更具吸引力的相關(guān)廣告信息了解其客戶也就不足為奇。</p></span>  <div class="73vf99x" id="coverDiv" class="article_reg" 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