Advertisement revenue has long been the life blood of independent broadcasting companies. However, advances in television technology, most specifically the arrival of interactive television, has meant the number of ways in which broadcasters can generate advertising revenue has increased, giving birth to advanced advertising methods. It has also meant that television, as a mode of advertisement, has been rejuvenated.
Interactive television has been the most important development in broadcasting, but it has meant a greater range of advertising methods. Advertising has evolved thanks to the evolution of technology, with content targeted advertising 拍片公司, for example, now allowing advertisers to reach only those who are truly in the market.
And, while ad insertion techniques allowed mass advertising to relevant audiences, such as products to local markets rather than a national spread, the development of dynamic ad insertion has brought further possibility through flexibility in advertisement broadcasting.
Advanced technology has meant that advertising has become advanced also, with interactive capabilities on digital transmissions allowing viewers to choose, not only the programmes they want to watch, but also the advertisements to view. This freedom of choice arrived initially when the ability to skip advertisements was introduced, a feature that effectively replaced the desire to leave the room during ad breaks. This lack of love for the television advert has long been known by the industry, as has the knowledge that the effectiveness of a television ad was low.
Returns on an investment in a traditional television advertisement campaign are low because the message is sent to everyone watching, a large proportion of which are simply not in the market. For example, if 2 million people are watching the Monday night film, only a tiny percentage of those are likely to be thinking about buying a new car. And, of that number, only a small percentage would be in the market to by a Lexus car. Therefore, Lexus can expect a low return on their television ad.
However, thanks to targeted advertising on digital television services it is now possible for only those interested in a Lexus to choose to view the advertisement. Of course, the advertisement itself must still be created for a considerable cost, but the chances of a better return are significantly increased. This is because the ad is targeted at specific viewers, with viewers of a programme on the history of the motor car likely to be watched by people who have an interest in motor cars.
By targeting this programme, there is a greater likelihood that viewers will be interested in buying a new car with advanced features, perhaps even a Lexus. Now, instead of a tiny percentage of 2 million viewers, a significant percentage of 2,000 viewers who have chosen to look at the advertisement will actually purchase or, at least, consider and enquire about purchasing the car.