See also: Addressable Advertising, Interactive Advertising, Customized Advertising, Dynamic Advertising, In-Navigation Video Ads
CIMM DEFINITION: A range of advertising solutions designed to leverage the interactive nature of digital Set-Top Boxes and enhance the value of TV by offering, for example, request for information, polling and trivia , Telescoping, Ad-Versioning Dynamic Advertising and T-commerce applications via the television through the use of the Remote Control.
NOTE – “Advanced TV Advertising capabilities should include Addressable Advertising, Interactive Advertising, Customized Advertising, Dynamic Advertising, and Measurement. Addressable Advertising would include TV ad targeting based on geographic, viewer or household segment attributes. Interactive Advertising would include things like the use of polls and voting mechanisms but these do not have to be addressable. Customized Advertising entails the ability to efficiently and automatically customize video in real or near-real-time so that the ads can be made more relevant to each of the targeted segment(s) of viewers Dynamic Advertising would entail the ability to update the content of an ad in real-time or near-real-time basis based on automated data feeds (e.g. changes in local TV ads based on local weather conditions or inventory data). Measurement would include the ability to obtain census level campaign metrics based on STB data.” (Source: Visible World)
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