Active-TV ecosystem developers,
Grocery brand advertising budgets are not the size of an auto maker, but the announcement below indicates that smaller-scale advertisers are also moving away from traditional linear-TV advertising methods.
Increasingly, brand promoters are stating non-linear advertising better supports a lifestyle-messaging approach. A mini-DAL (Dedicated Advertiser Location) allows the viewer to depart from normal broadcast viewing and enter a dedicated advertising content area. Platforms such as BSkyB’s Sky-Active interactive TV support this.
“Viewers 'jump' to the DAL or Mini-DAL from a broadcast commercial through an interactive button or from a banner in an interactive service.”
These kinds of UI operation are easily supported by an active-TV hybrid-STB. The DAL takes the form of an IP-TV channel; the “jump” is taken from an overlay media application presenting a banner (or the like) over the broadcast image.
If you want to see DAL advertising in action, take a look at http://www.idigitalsales.co.uk/html_content/images/mpegs/bmwseries1.mpg The video is a capture of a TV screen; first shown is the linear BMW advertisement, then the video shows the jump-banner and the DAL channel -- Bit of a ‘change’ for many US TV viewers.
The active-TV hybrid-STB and extended-Notebook are well placed to support these new forms of advertising.
Feedback, corrections and comments welcome.
more at http://blog.itvt.com/my_weblog/2006/05/uks_bernard_mat.html
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