Traditional television commercials may still generate the highest revenue, the medium is about to be caught up to. Internet Protocol Television (IPTV) and mobile media are the prime opportunities for advertisers to offer content aimed at specific target audiences.
IPTV lets advertisers control content and frequency for specific target audiences. Besides television commercials other content can be offered through IPTV as well, including screensavers, streaming video and click through functions. Not only international or large national advertisers benefit from this: local advertisers also benefit from these developments. Last but not least, IPTV has an excellent chance at reaching target audiences previously not interested in electronic media.
Besides IPTV mobile media offers these advantages as well. One thing advertisers do have to keep in mind when it comes to mobile media is consumer privacy. But when this is done, mobile media will be an important competitor to traditional television advertising.
Interesting campaigns can be used to entice consumers to watch commercials. Virgin Mobile USA for instance used its 'Sugar Mama' campaign which let mobile callers call for free in return for watching the mobile commercial. The mobile medium isn't just limited to such 'on-demand' commercials: advertising on mobile websites is also gaining momentum.
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