Tuesday 12 December 2017

Adverts will target individuals to prevent channel-hopping

Getty Images
Getty Images

Andrew Hough

Television viewers face watching "personalised advertisements" under a new scheme that is will target people depending on their consumer habits, it has emerged.

Broadcasters are set to introduce advertisements based on personal tastes to halt the growing shift from television to the internet.

The “personalised” advertisements would use information gathered from viewer preferences, where they live and other “customer research”. Experts said yesterday the schemes would likely end of the traditional "one size fits all" advert break.

BSkyB is trialling a scheme called AdSmart, which will store advertisements on their customers' Sky+HD set-top boxes.

Under the scheme, which will start being rolled out within two years, adverts would be transmitted during "live" viewing. The timing and length of breaks will remain unchanged.

Figures show that an estimated 50pc of all advertising spend is wasted. Advertising agencies are said to be broadly supportive of the move as it could stop traditional “channel-hopping”.

They hope It will help eradicate wastage in TV advertising by helping remove ads which are irrelevant to certain homes

A BSkyB spokesman said it hoped to "help advertisers offer more relevant adverts".

"This might include using postcode information to offer more localised ads or providing ads which are more likely to be of interest to them based on their interests or circumstances," he said.

"It will also mean updating ads so that even when watching recorded programmes they are still up-to-date."

BSkyB officials stressed that they would not target customers by “analysing which programmes individual viewers watch” and it would not purchase data about purchasing habits.

Virgin Media has already developed a set-top box that enables different users and their viewing habits to be identified.


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