"The next generation is on its way"
Frank Foster from Erin Media on consumer-specific advertising.
Frank Foster from Erin Media on consumer-specific advertising.WW What can Erin Media's technology do? Frank Foster We can find out exactly what the individual viewer is watching, when they change channels, where they zap to and how long they stay there.
How does the advertising industry benefit?
We can use video on demand, for example, to identify specific groups of viewers. For example, the group that is interested in Formula 1 races and what else they watch. And they get our data much more cheaply and quickly than from other providers, where they sometimes have to wait months. Medium-sized companies such as a restaurant or a local car dealer can get data from a very small geographical region and tailor their advertising directly to it.
Aren't video on demand and Tivo technologies that are only available in very few television households today?
That's true for today, yes, but the next generation is already on its way. My children, for example, hardly watch TV as we know it anymore, they use the hard disk recorder as a matter of course and switch back and forth between information sources such as the Internet, cell phone or TV. It's the technology of the future.
Interview: Gerti Schön
How does the advertising industry benefit?
We can use video on demand, for example, to identify specific groups of viewers. For example, the group that is interested in Formula 1 races and what else they watch. And they get our data much more cheaply and quickly than from other providers, where they sometimes have to wait months. Medium-sized companies such as a restaurant or a local car dealer can get data from a very small geographical region and tailor their advertising directly to it.
Aren't video on demand and Tivo technologies that are only available in very few television households today?
That's true for today, yes, but the next generation is already on its way. My children, for example, hardly watch TV as we know it anymore, they use the hard disk recorder as a matter of course and switch back and forth between information sources such as the Internet, cell phone or TV. It's the technology of the future.
Interview: Gerti Schön
