BigBand Networks has demonstrated the capability to deliver specific ads to individual set-top boxes in tandem with its Broadband Multimedia-Service Router (BMR). Targeting individuals is presumed to be a Holy Grail of sorts for advertisers.
Demographic data, such as the subscriber’s zip code, is stored on the individual STB; the software can also keep track of viewing, for example, sports or kids’ shows.
BigBand said the targeted advertising demonstration used Motorola DCT-2000s, but the software is also being adapted for Scientific Atlanta set-tops, as well.
BigBand said there are multiple methods for sending ads. The BMR can, for instance, poll the STB and send one ad appropriate for the demographic profile. Another possibility would be to send two or three ads simultaneously, and have the software select which one to display.
Advertisers are shifting ad dollars to the Internet because they can get better demographic information on who’s clicking on ads, noted Paul Delzio, BigBand’s senior director, business development. The ability of cable operators to target advertising, he explained, should help convince advertisers to shift ad dollars back to broadcast video.