Monday, March 23, 2015

Could Streaming Network TV Boost Advertising

With the planned release of Apple's TV subscription streaming service, networks might just be greeted with an advertising opportunity, the ability to dynamically insert commercials to specific households.  Thus one commercial spot could be sold to reach a certain household based on relevant data while the same spot could be sold again to a different set of households.  Advertisers would pay a premium but would have more certainty that their ad was reaching a relevant audience.  And networks could sell the same ad spot multiple times.  In addition, different ads could be served based on the device being used to watch the program, one for the Apple TV box, another to the iPad or iPhone.  Ads could be dynamically inserted on linear as well as on-demand and DVR programming.  The likely results, higher engagement, higher viewership, and more revenue.