Microsoft is working with leading programmers—’the Disneys, ES...
Microsoft is working with leading programmers -- “the Disneys, ESPNs, HBOs” -- on new advertising forms for IPTV, said Dir.-Partner Business Development Phil Corman. The forms will offset the risks to advertisers from viewers’ growing freedom by exploiting the…
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constant detailed monitoring of their consumption to insert personalized ads during paused programs, offer infomercial-style long-form ads, and close sales immediately using interactivity, he said. “It’s not the death of advertising -- it’s the rebirth of new forms.” Corman also said IPTV will evolve from use of set-top boxes to systems on a chip that OEMs and CE makers will build into TV sets, but not for a few years because there’s no standard chipsets multiple vendors can deliver. “To make this happen, we need as many standards as possible.” Along the way, set-tops will move to retail and “get these off the RBOCs’ balance sheets and into Best Buy,” he said. Further along, various devices could serve as set-tops, including Microsoft Xbox’s and Media Center PCs, Corman said.