UK-based Packet Vision has launched its services in the United States. The company, which develops IPTV delivery platforms, made the announcement today at TelcoTV.
Packet Vision combines a media server, splicer, playout router and management system in one enclosure.
“The addressability of IPTV makes it possible to achieve much more granular targeting than is possible with terrestrial, satellite or cable television,” says Packet Vision CEO Patrick Christian. “One ad slot can deliver hundreds of ads, each targeting a specific audience. Advertisers have long sought the Holy Grail of a one-to-one communications channel with TV viewers and IP certainly makes this possible. However, the delivery solutions available to date haven’t been designed to cope with this level of granularity or anything approaching it. Packet Vision has taken a fresh look at what is needed to deliver truly personalized advertising and has developed a scalable, cost-effective platform that for the first time will make one-to-one television advertising feasible.”
Early next year, Packet Vision will launch a 19-inch rack-mounted box that will support up to 200 IPTV subscribers/subscriber groups and up to 200 input channels. Providers can start with one box and add others when subscriber numbers grow, the company says.
“Both advertisers and service providers see IPTV as a huge opportunity,” Christian adds. “Advertisers can target audiences much more precisely and get accurate feedback about how their commercials are being received and not annoy viewers with off-target messages or showing the same ad too frequently. For IPTV service providers, who have traditionally been left out of the advertising value chain, addressable advertising is a valuable way of generating revenue which will become increasingly important as margins on basic TV services get squeezed by competition from the cable, satellite and terrestrial operators.”
