Alcatel-Lucent (News - Alert) is ensuring that it can capitalize on the opportunities within the IPTV market. Datamonitor has announced that Alcatel-Lucent has introduced a new advertising platform for IPTV (News - Alert) networks that can help enhance the TV ad model by enabling service providers to distribute ads to distinct groups of consumers.

 

The Targeted and Interactive IPTV Advertising Solution from Alcatel-Lucent is positioned as having the ability to increase IPTV revenue by making it possible for advertisers to reach potential customers with ads that are timely and relevant. Alcatel-Lucent also claims that the solution is designed to measure the effectiveness of their campaigns.

The solution offers a variety of interactivity features that enable consumers to view additional information about products that interest them. Such an approach to advertising puts more control in the hands of the consumer in such a way that invites participation in order to capture valuable information.

According to Alcatel-Lucent, this latest solution provides IPTV operators with the ability to insert ads into TV programs that are aimed at particular communities of interest or even specific households. The ads are delivered using analymous subscriber profiles based on service usage and demographic data authorized via an ‘opt in’ process and retained in a privacy-protected repository by the service provider.

What will be interesting to watch is the number of consumers that opt to receive messages that are tailored specifically to them. There does seem to be a growing demand for relevant information, but this is happening in spaces where the consumer is seeking information, not necessarily where providers are selecting what will be delivered.

To precisely analyze the effectiveness and return on investment from particular campaigns and to support ad targeting, this new Alcatel-Lucent solution incorporates subscriber data analysis and management capabilities and audience measurement features. If successful, this solution can put IPTV providers in a position of considerable power when pushing for ad revenue.

Michel Rahier (News - Alert), president of Alcatel-Lucent's carrier business activities, said in a Wednesday statement: "Alcatel-Lucent's Targeted and Interactive IPTV Advertising Solution is designed to address an important challenge in the advertising world.”

“This new solution makes it possible for service providers to enable advertisers to reach customers that would have a natural interest in their products, and ensure that subscribers are seeing ads that are relevant to their lifestyles and interests," Rahier added.