Personalized Interactive TV Advertising: The iMEDIA Business Model

Allocation algorithms for personal TV advertisements

“…Google AdWords [13]), it is still not the main method used in the Mobile or TV mediums. One of the reasons for the delay of its application in the TV medium is probably the current infrastructure, which is based on a broadcast distribution system making the delivery of personalized content problematic [30]. But, in addition to the technical issues, there are several key points that distinguish personalized ads for the Internet from those for the TV.…”

“…Throughout this research, we assume that the infrastructure is similar to the framework of the iMedia system, which is designed for personal advertisement in the interactive TV environment [6,30]. Based on this framework, the entire process of the personalized advertisement is as follows.…”

“…First, there seems to be a delay in the current TV medium moving toward personalization, probably due to infrastructure issues. The TV's current infrastructure is based on a broadcast distribution system, which makes the delivery of personalized content problematic [30]. Delivery of personalized content to a specific end-user with the current mobile technologies and infrastructure as well as personalized content via Mobile TV services, e.g.…”

Scale for Advertising Effectiveness: A Study on Traditional and Interactive Advertisements as Per the Lavidge and Steiner Model

“…Hence for the research study and general understanding, this fact distinguishes Internet Advertising with respect to Traditional Advertising, as traditional advertising can present unidirectional marketing communication message generated by the advertiser/ identified sponsor to the potential customer/ reader. (Bezjian-Avery, Calder, and Lacobucci, 1998;(Dickinger & Zorn, 2008);Hoffman and Novak, 1996;Pramataris et al 2001; (Shrum, Lowrey, & Liu, 2009). With relevant review of literature, it can be concluded that the interactive nature of interactive advertising is alone created by the Internet.…”

“…Traditional advertising is that advertising which is using traditional media or media that is permitting one way marketing communication which includes television, radio and print. (A, B, & Lacobucci, 1998); (Dickinger & Zorn, 2008); (Hoffman & Novak, 1996); (Pramataris, 2001). Hence in order to easily differentiate between the two advertising techniques and to promote general understanding the above mentioned criterion will be used as the attribute of differentiation between traditional and interactive advertising.…”